Warburtons Moves Into Cakes Market
Bakery giant Warburtons is launching a new range of “premium” sweet treats under the brand Ellie Warburtons Cakes.
The cakes will initially be trialled at two pop-up shops in Skipton and Harrogate, which will open on 28 May and 4 June, respectively. Trading throughout the summer, they will offer eight flavours of sweet cakes, including a Cookie Dough with Caramel Slice and Lemon with Blackberry Compote, priced at £3 each.
The company will also be launching an online store from 21 June where consumers can order the cakes for home delivery. Warburtons did not say whether it was planning a rollout into supermarkets.
Jonathan Warburton, Chairman of Warburtons, commented: “We are thrilled to introduce the Ellie Warburtons range of deliciously indulgent cakes. This is an exciting new venture for our family business and we are taking very much an entrepreneurial approach to how to build the brand while bringing with us the core of Warburtons ethos – quality and taste.
“I hope that a slice of Ellie Warburtons will become a firm favourite with families up and down the country.”
Ellie Warburton is the great-great aunt of the Chairman.
Earlier this month, Warburtons announced that it was investing £56m to enhance its manufacturing and distribution capabilities to meet the changing tastes of consumers in the bakery market.
NAM Implications:
- Testing obviously key.
- But using pop-up shops makes a difference in terms of retail behaviour…
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