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Warburtons is known for its traditional loaves of bread that British families have been eating since the brand was founded in 1876. Once a small family-owned bakery based in Bolton, Greater Manchester, Warburtons is now the biggest bakery brand in the UK.
Warburtons sells bread, rolls, bagels, crumpets, thins, and teacakes in most major food retailers in the UK.
The brand’s baked goods have always been savoury, but it is now making the move to sweet.
Tomorrow, May 28, Warburtons will launch a selection of cakes for the first time in its history.
The introduction of sweet treats to the its range is a trial, but if successful Britons could see the cakes in their local supermarket in the coming months.
Named Ellie Warburtons Cakes, the sweet range will offer customers eight different cake slices.
These include Cookie Dough with Caramek, Espresso Brownie, and Zesty Lemon with Blackberry Compote.
They will cost £3 each.
The name Ellie Warburton comes from the company’s co-founder, Ellen, who launched the brand with her husband, Thomas, in the late 1800s.
Today, Ellen’s great great niece, Jonathan, is Warburtons’ chairman.
Commenting on the new range, Jonathan said: “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 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 – my slice of choice is the Espresso Brownie.”
The cakes will first be introduced in Skipton, Yorkshire, where locals can visit a pop-up shop to try out the sweet treats.
The second pop-up store will be in Harrogate, also in Yorkshire, and will open on June 4.
An ecommerce platform will also launch later next month, on June 21.
Warburtons hopes the trial will be successful and that it can introduce its cake range to supermarket shelves in the future.
Warburtons said that the cakes were “the latest innovation in a long list of products that go beyond the core bread category to meet changing consumer tastes”.
It added: “The range of cakes aims to meet the high demand for premium quality cakes driven by the Bake Off effect and the current lack of there being any large-scale premium cake brand on the market.”
Yorkshire residents will be able to buy the cakes from tomorrow, while Britons all over the country will have to wait until June 21 to be able to purchase the sweet treats on the Warburtons website.
In the meantime, customers can enjoy other Warburtons products and even try out various recipes using the brand’s ingredients, which can be found on its website.
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