Warburtons has entered the frozen convenience category for the first time through a new licensing partnership with Food Brands Now.

The bakery giant has launched two premium frozen toasties, made using its Thick Toastie loaf, across Iceland and The Food Warehouse stores from 2 June.

The range includes a Warburtons Cheese Toastie, featuring a classic cheese filling, and a Warburtons Club Toastie, made with chicken and bacon.

Both products have an RRP of £3.50 and are launching with a three for £10 promotion.

The partnership marks the first time Warburtons has extended its brand into licensed products, as it looks to tap into demand for convenient, branded meal solutions.

Food Brands Now, which describes itself as the UK’s first dedicated food and drink brand licensing agency, said the launch would bring Warburtons into a new category while maintaining its focus on quality and value.

Warburtons chairman Jonathan Warburton said: “Our fifth-generation family business has been dedicated to making the best bakery for families across the country for 150 years.

“We are really proud to be working with Food Brands Now to create this exciting new range of products on our much-loved Thick Toastie loaf, to give consumers a great new option for lunch.”

Food Brands Now’s Oliver Gilding said Warburtons was “one of the most loved and trusted brands in the UK” and described the launch as the start of a wider growth opportunity.

“We’re incredibly proud to be partnering with them on their first step into licensing,” he said.

“This range brings together the strength of the Warburtons brand with real consumer demand for high-quality, convenient meal solutions.

“These frozen toasties are just the start of what we believe is a hugely exciting journey.”

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