Warburtons expands product range with Belgian Waffles, Sesame Thin Bagels

Britain’s largest bakery brand, Warburtons, has launched two new products - Belgian Waffles and Sesame Thin Bagels.

The Bakery Occasions category has grown by over 20 per cent since 2020, due to favourites such as Crumpets, Thin Bagels, and Pancakes, and these latest additions from Warburtons widen the selection of quality sweet and savoury bakery products available to consumers even further.

Belgian Waffles: Choc Chip and Pearl Sugar

Warburtons Belgian Waffles have been introduced off the back of an upward trend in waffle (and dessert) shops on the high street, which has boosted their popularity with 50 million units sold in the last 12 months and nearly one in five (18 per cent) households now enjoying waffles at home. Warburtons recognises this is a rapidly growing sector with significant potential thus expanding its treat breakfast category with the launch of these new Belgian Waffles.

The waffles come both in a four pack, individually wrapped, and also as a single serve portion, allowing consumers to eat at home or on the go. The new range is available in Choc Chip and Pearl Sugar flavours and makes a delicious morning treat or snack, to be enjoyed warmed up with a delicious topping or eaten straight from the pack.

The Multipack Belgian Waffles (4x 55gr Pearl Sugar), RRP £2.50, Individual Pack Belgian Waffles (1x 70gr Pearl Sugar/Choc Chip) RRP £1.15, can be found in Tesco.

Sesame Thin Bagels

Warburtons remains the number one Thin Bagel brand in the UK, now with a 74 per cent market share, following the success of its range which includes Original, Cinnamon & Raisin and Protein Thin Bagels. Given the popularity of the range, which has seen a 26 per cent growth over the past two years, Warburtons is introducing a new product: Sesame Thin Bagels.

The bagels are boiled then baked for authentic taste and texture and are topped with sesame seeds, the second most popular flavour in bagels, for added texture. A source of protein, these fluffy bagels come in a pack of six, are pre-sliced and can be enjoyed as they are or toasted.

With an RRP of £1.75, the Thin Bagels are on now on shelves at Tesco and Morrisons, and will be coming to Asda on 22^nd September with Sainsbury’s following in October.

Jonathan Warburton, Chairman of Warburtons said, “Consumers are always looking for new ways to switch up their mealtimes so providing consumers with new, exciting products is really important to us. Waffles have become incredibly popular and these are particularly delicious, as a treat breakfast or snack, if I do say so myself! The extension of the Thin Bagel range with Sesame Thin Bagels is a no brainer – a hugely popular product already, this classic variation is a very welcome addition.”