ChippidyDooDaa pitta chips and SnackaDoodle wholegrain snacks will hit shelves on 15 March supported by a £1m marketing campaign as Warburton's looks to expand its portfolio away from its core bread business.
Both products will be marketed as standalone brands, though the Warburtons logo features on-pack.
ChippyDooDaa is a range of baked pitta chips available in four flavours and two pack sizes – 40g single bags and 150g sharing packs. SnackaDoodle wholegrain snacks, claimed to be made of 70% wholegrain, are available in 20g single serve packs and six pack multipacks.
Marketing support for the new products involve a cross platform digital campaign, created by Breath-e. Trade advertising and outdoor advertising via branded delivery trucks, will roll out from 1 March.
The marketing activity comes as Warburtons plots a £10m brand push to overhaul its image. An ad campaign, breaking next month, will introduce the strapline 'Warburtons. We care because our name's on it'.
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