Warburtons ramps up focus on snacks market

Warburtons is rebranding its Baked Pitta Snacks range to Warburtons Escapes and has set out ambitious plans to grow its sales to £10m through brand extensions.

Warburtons is rebranding its snack range to give it more scope to diversify into other snacks.

The baker has chosen to rename its snacks range, which is made with 45 per cent less fat than potato chips, to provide more scope to diversify into other sub-categories over the next 18 months.

A £2m campaign will launch later this month to promote the revamp with the company looking to boost its share of the premium sharing snacking segment, which it claims is worth 29.2 per cent of the snacks market.

Jonathan Warburton, chairman of Warburtons adds: “The investment in our already popular snacks range demonstrates our long-term commitment to the snacks market and to innovation and diversification as part of our five year growth plan. Focusing on new sectors allows us to reach new customers, while also complementing our core bakery range and the products that families across the UK know and love.”

Warburtons identified snacks as a key area for growth in 2011, after it reported a 27 per cent profit drop to £16.3m.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here