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Warburtons Marketing

Warburtons launches new protein range in bid to attract health conscious consumers

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By Tony Connelly, Sports Marketing Reporter

September 20, 2016 | 2 min read

Warburtons has launched a new Protein range in an attempt to appeal to more health conscious consumers and capitalise on the trend of high protein products.

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Warburtons

The Warburtons Protein range will include a loaf, wraps, thins and rolls and will launch nationally this month in Asda, Morrisons, Co-op, Waitrose and Iceland.

The brand and packaging for the new products were created by design agency Bulletproof who were briefed to create a design with mainstream appeal that would clearly convey the characteristics of natural protein.

“We wanted to design an ownable pack architecture that could flex successfully across a growing range of product formats, while maintaining the look and feel of the Warburtons brand,” said Bulletproof in a statement.

“Building on the design concept of ‘Naturally Grown’, we used a graphic leaf theme and green colour palette to clearly communicate the naturalness of the products while emphasising the branding and key product attributes on shelf. Sitting prominently on pack, the brand holding device features the proud ‘Protein’ mark with supporting communication to hero the USP.”

Warburtons innovation marketing manager, Joanne Bishop, said: “We’ve been working with Bulletproof for the past eighteen months on various projects so when the opportunity arose to launch this exciting new Protein range, we knew the agency would be a good partner for the project. Bulletproof has created a fresh and contemporary design that will be sure to appeal to a new generation of shoppers and help drive growth of the Warburtons brand.”

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