Bread innovation hots up with ‘pockets’ concept

Bread innovation hots up with ‘pockets’ concept

The latest innovation insight from Gama Compass™

MANCHESTER – 5th January 2017: This month’s Innovation Insight looks at the ongoing reinvention of toaster cooking, with a new launch that seeks to transport bread into the lucrative world of hot, convenience snacks: Warburtons Toastie Pockets.

Boasting of “a toaster-revolution”, Warburtons Toastie Pockets are an addition to Warburton’s line of flatbread-style products, and an attempt to find a new home for bread within the burgeoning hot snacks market – allowing consumers to make a toasted sandwich style snack without the need for additional cooking equipment or special appliances. Available in Brown and White bread versions, the launch is promoted as “soft, ready-made bread pockets that you simply fill with your favourite fillings and pop straight in the toaster” – part of a strategy of “looking for new ways to bring exciting, great tasting and convenient baked goods to UK households”, according to the company.

Much like other products that have sought to innovate over recent years  in the ‘toaster snack’ arena, Warburton’s Toastie Pockets trade on the idea of quick, simple and, mess-free preparation, allied to a ‘comfort food’ appeal. As far as bread in particular is concerned, this emphasis on comfort and convenience, combined with a focus on low carbohydrate and low calorie benefits, could well prove vital in overcoming sluggish category performance, by adapting to changing consumer habits and addressing new opportunities in the hot snacks and ready meals space.

Image source: Warburtons

Additional source: Bakery Info

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