With the summer holidays in full swing, new research released today bakers Warburtons, reveals the extent Brits go to, to bring home comforts with them on holiday.
Despite friends, family and pets topping the list of the things Brits would miss most when on holiday abroad, 2 in 3 (65%) agree that they miss food and drink from home.
With 40% agreeing that finding their preciously stowed food damaged upon arrival at their destination would leave them feeling disappointed, Warburtons, has stepped in with a practical solution. This summer, Brits can say goodbye to damaged dough with the launch of ‘Baked Baggage’, a hard-shell holdall specifically designed to store bread in their luggage while travelling abroad.
36% of those surveyed wish they could buy British sliced bread abroad, proving a clear market void, with a further 30% actively searching for that beloved taste of home when they travel. The limited edition launch, part of Warburtons’ summer partnership with package holiday provider, Jet2holidays, means Brits can finally take their loaves with them, without fear of squashing. The partnership also gives shoppers the chance to win a range of prizes - including a 5* all-inclusive Jet2 holiday.
Jonathan Warburton, chairman of Warburtons, said, “It’s heart-warming to know that even when they’re off on holiday, a taste of home is still so important. So, no more squashed loaves or sad sandwiches - Baked Baggage is our way of making sure you can enjoy your Warburtons loaf wherever you are in the world.”
The Baked Baggage is to be made available for just five lucky consumers this August via Warburtons’ Instagram page.
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