New Warburtons loaf gets pulses racing

Warburtons Pulses & Seeds loaf

The growing popularity of pulses among consumers has prompted Warburtons to launch a new Pulses & Seeds Batch loaf.

Consumption of pulses, which are naturally rich in plaint protein, has risen by 17% over the last three years.

The Pulses & Seeds Batch contains a variety of 11 pulses, seeds and grains, and is topped with oats, malted wheat flakes and sesame seeds.

It will be available to the convenience channel in both 400g and 800g packs following an exclusive launch in Asda.

A TV advertising campaign starts in April.

Darren Littler, Innovation and Product Marketing Director for Warburtons, said: “Knowing that plant protein is on trend, we wanted to create a nutritious loaf packed full of pulses, seeds and grains – all of which are not only delicious, but are a source of protein and fibre. Of course, taste is always a priority with any new innovation. That’s why the loaf is batch baked for a softer slice, giving it an irresistible texture that we know our customers will enjoy on any occasion.”