Warburtons is to extend its half and half offering.

The 750g Half & Half Medium loaf will be launched later this month and is designed to sit alongside the Half & Half Toastie loaf, launched last month. The packaging retains the colour cues of the products’ White bread counter parts, Warburtons Toastie loaf and Medium loaf. The new Half & Half Medium is more thinly sliced than Half & Half Toastie, making it suitable for children’s sandwiches.

The launch is expected to drive further growth in the Half and Half sector, which currently occupies an 11.2% value share of the Wrapped Bread market, totalling £197m and growing significantly at 12% in value terms and 11% in unit terms, year-on-year (Nielsen, Total Coverage Value and Unit sales, 52 w/e 1509.12).

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