Warburtons moves into snacks

05 March, 2010

Warburtons has made a surprise move into the snack market with the launch of two premium ranges – Chippidy Doo Daa pitta chips and Snack a Doodle wholegrain snacks.

In a departure from its core bread range, the Bolton-based baker is supporting the new standalone brands with a £1 million marketing spend including digital, trade and consumer advertising plus in-store and PR activity.

The twice-baked pitta chips will be available from March 15 in 40g packs in three flavours, Mature Cheese & Spring Onion, Chilli Jack and Sea Salt & Malt Vinegar (rrp 64p), and 150g sharing bags in Mature Cheese & Spring Onion and Sea Salt & Cracked Black Pepper (£1.79).

With 60% less fat than standard fried crisps, they will be billed as a healthier alternative.

Snack a Doodle contains 70% wholegrains with Cheddar Cheese & Onion and Sweet Chilli in 20g packs (53p) and six-pack multipacks (£2.20).

The bagged snacks sector “is one of the few categories that has remained resilient throughout the challenging economic climate”, according to Warburtons.

Chairman Jonathan Warburton said: “Although we remain dedicated to bakery, moving into the snacking category is a really exciting step for Warburtons.

“We are thrilled to have developed two ranges that consumers tell us are a great fit with what they want from a snack – great taste, convenient, crunchy and easy to share or eat on their own.”

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know