Warburtons has expanded its Bistro range with new Brioche Burger Buns and unveiled new football-themed packaging to celebrate this summer’s major football events.

Available now, the brioche buns (rrp £1.35) have launched in response to the growing trend of premiumisation and an increase in demand for gourmet buns, a market which has tripled over the last three years as consumers increasingly look to take inspiration from out-of-home trends. (The Nielsen Company, Total Coverage, Unit Sales, 30.12.17 / Kantar WorldPanel 31.12.17) 

The new product is available in packs of four and is pre-sliced for convenience. The buns themselves are made with egg and butter for an authentic brioche flavour and follow the recent launch of Warburtons’ Bistro Deli Buns.

The new footy-theme packaging features a red and blue football shirt design across five skus including: 6 pack Hot Dog Rolls, 6 pack Seeded Burger Buns, 12 pack Sliced White Rolls, 8 pack Sliced White Rolls, and 6 pack Sliced White Rolls.

Darren Littler, innovation and product marketing director at Warburtons, said: “This summer is an exciting time for sport and especially football, so at Warburtons, we wanted to get involved too.

”That’s why we’re hugely excited about revealing the new packaging, which will support retailers and capitalise on this summer’s major sporting event by exciting consumers and providing the perfect solution for football-themed displays – encouraging consumers to celebrate the upcoming season with our rolls, whether at a BBQ with friends and family or at indoors in front of the game.”

The new football-themed packs are available now until July 16. All skus are available to convenience stores and wholesalers.