Health conscious Britons are not buying bread
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Jul 10, 2019
Health conscious Britons are not buying bread

As interest in gluten-free and low-carb lifestyles increase, British supermarket bread aisles are being avoided, and sales of sliced loaves have slumped. With new healthy alternatives entering the market, traditional brands are having to innovate with different grains and price-points.

The 143 year old British bread giant Warburtons has reported a £13.5 million loss after three consecutive years of dwindling bread sales. In response, Warburtons has made efforts to cater to shoppers preference for upgraded bakery staples, diversifying their range to include a wrapped bloomer, sourdough toastie loaf, bagels and wraps in the hopes of turning around its losses. The brand has also been upping its social credentials through a partnership with Asda. The ‘You Buy One, We Give One’ promotion donates food to charities without any additional cost to shoppers.