Warburtons launches PMP range for iconic product

This September, bakery brand Warburtons will be putting its signature Toastie loaf into price-marked packaging for convenience stores across the UK.

Shoppers have been found to buy more wrapped bakery with PMP than the convenience category average and the signature wax paper-wrapped 800g Toastie Loaf (RRP £1.39) will join Warburtons’ existing ranges in the convenience bakery category and complement the already existing range of PMPs (Wholemeal 800g £1.29 PMP, Half & Half 800g £1.29 PMP and Crumpets 99p PMP)

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The move – a first ever for the Toastie loaf – will be a boost for convenience customers and their bakery selection; one of their biggest drivers of footfall with over half of wrapped bakery shoppers purchasing a PMP when in store.

It will allow convenience stores to offer both popular products at a maximum price, meaning consumers can enjoy the best quality products at the best possible price, every day.

“As a family business, we’re committed to putting high quality, fresh products on shelves across the UK," said Jonathan Warburton, Chairman of Warburtons. "Offering our iconic Toastie loaf and crumpets to convenience stores as price-marked packs means these products, that people know and love, will be available at great prices across the country.”

Warburtons price marked packs of Toastie 800g will be available from September 2022 at stockists including BestOne, Costcutter and Spar