Healthy Harvest has 50% more fibre than a standard Warburtons white loaf.
It is also lower in fat and sugar and has added wholegrain.
The loaf's launch, on February 19, will be supported by consumer press and poster advertising, a sampling campaign, competitions in shopping centres,
and PR.
White bread with the added benefit of wholemeal is becoming increasingly popular and now accounts for 10% of UK total bread sales.
RRP £1.12
Tel 0800 243684