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Warburtons plans snacks line

Posted by: Anthem

Date added: Mon 22 Feb 2010

Warburtons, the UK’s number one branded baker, is pleased to announce the launch of its new portfolio of snacks as the brand enters into a whole new category.

Available from 15th March 2010, the exciting new range, designed by Anthem Worldwide, will see Warburtons use its knowledge and expertise in baking to bring two new, innovative products to the snacks category - ChippidyDooDaa pitta chips and SnackaDoodle wholegrain snacks.

While the Warburtons logo will feature on-pack, ChippidyDooDaa and SnackaDoodle will be treated as stand -alone brands with two dedicated websites showcasing the product range, while providing an insight into the distinctly fresh and fun brand characters that have been created to represent the brands' personalities.

Warburtons is investing over £1m to support the launch and has commissioned a cross platform digital campaign, working with Breath-e and Clarion Communications. Trade advertising, as well as in store activity and outdoor advertising via branded delivery trucks, will roll-out from 1st March.

Jason Uttley, Warburtons New Business Director, comments, “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".

Uttley adds, "The design of ChippidyDooDaa and SnackaDoodle really delivered on the brief - memorable, challenging and confident in a warm, friendly and fun manner. It picks up category cues but feels a little different in a positive way, and its simplicity makes it easy to translate into other media. It was a difficult brief, and yet the concept we went with right from the beginning is very close to the packs you see on shelf. Most importantly - people smile when they see the packs.”

Mark Walters, Account Director at Anthem Worldwide, says, “This really was a dream project – great brief and great client that let the creative agency be creative. This freedom gave us the opportunity to deliver a truly unique brand identity – one that can be communicated creatively across a wide range of different media - and will generate great standout on-shelf in what is a highly competitive marketplace.”
 

A chipper new range from Warburtons
Warburtons ChippidyDooDaa range of golden baked pitta chips, baked twice for the perfect crunch, are ideal for snacking and dipping and are available in four flavours and two pack sizes. The 40g single serve packs are available in Mature Cheese & Spring Onion; Chilli Jack, and Sea Salt & Malt Vinegar and have a RRP of 64p whilst the 150g sharing packs are available in Mature Cheese & Spring Onion and Sea Salt & Cracked Black Pepper with a RRP of £1.79. These delicious new snacks offer consumers a tasty and healthier alternative to crisps and tortilla chips. Seasoned with a range of natural flavours and containing no artificial ingredients, hydrogenated fats or MSG, the ChippidyDooDaa range is baked not fried meaning it contains 60% less fat than standard potato crisps*.

SnackaDoodle doo
The second range to join Warburtons brand new snacking portfolio is SnackaDoodle wholegrain snacks. These light and crispy wholegrain snacks are made of 70% wholegrains, including no less than five different types - whole wheat, whole corn, whole rice, whole oat and whole barley. The range is available to buy in both a 20g single serve pack with a RRP of 53p and a six pack multipack with a RRP of £2.20, in a choice of two delicious flavours - Cheddar Cheese & Onion and Sweet Chilli. This high in fibre range features 84 calories per single bag, contains no artificial ingredients or MSG and contains 29% of your wholegrain GDA*.

The snacking category is one of the few categories that has remained resilient throughout the challenging economic climate. Consumers have increasingly chosen to spend their money on inexpensive treats instead of larger purchases such as white goods or holidays. This coupled with Warburtons high level of brand loyalty and great tasting, high quality product standards, makes this an exciting opportunity for Warburtons.

*based on 2005 US Dietary Guidelines of 48g a day.

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