Warburtons extends brand into snacks

Warburtons is to extend its brand by broadening into the snacks category for the first time. The move will be backed by a £1m marketing campaign.


The new ranges will be called ChippidyDooDaa pitta chips and SnackaDoodle wholegrain snacks. Warburtons says it will treat the two new products as stand-alone brands with two dedicated websites showcasing the product range but will feature the Warbuton’s logo.

Marketing will feature newly created brand characters “that have been created to represent the brands’ personalities.” The cross platform digital campaign has been created by Breath-e and Clarion Communications and will be backed by trade advertising, in store activity and outdoor advertising via branded delivery trucks. Roll-out will begin on 1 March.

Warburtons ChippidyDooDaa will be available in four flavours: Mature Cheese & Spring Onion; Chilli Jack, and Sea Salt & Malt Vinegar and have a RRP of 64p

There will also be five flavours of the SnackaDoodle wholegrain snacks: whole wheat, whole corn, whole rice, whole oat and whole barley. A six-pack multipack will also be available in Cheddar Cheese & Onion and Sweet Chilli flavours.

Warburtons claims the snacking category is one of the few categories that has remained resilient throughout the challenging economic climate and will help to extend on brand loyalty to its main brand.

Jason Uttley, Warburtons new business director, says: “Although we remain committed to growing the core bakery market, moving into the snacking category is a really exciting step for Warburtons. We are confident that our SnackaDoodle and ChippidyDooDaa products will appeal to a wide range of consumers looking for innovative, great tasting snacks that also contain less fat than standard potato crisp currently available”.


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