Warburtons has added a £1 price-mark to its range of sandwich pittas. The white variant is available throughout November while the brown variant will launch on December.

Martin Baptie, category strategy controller at Warburtons, said: “Our new Price Marked Packs are designed to help retailers increase sales by ensuring a positive price perception with shoppers, giving them the confidence that they are getting good value for money during these difficult economic times.”

The sandwich alternatives sector has seen the highest year-on-year growth within wrapped bakery, reflecting consumers changing needs and tastes as they introduce more variety into their diets. It is now worth £207m, selling 212 million units (Nielsen, Total Coverage Value and Unit sales, 52 w/e 18.08.12).

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