Warburtons strikes two-year partnership with BHF charity

27 October, 2014
By Bronya Smolen

Warburtons BHF packaging
Warburtons has announced a two-year commercial venture with the British Heart Foundation (BHF) to raise awareness about healthy eating.
The charity and the family bakery will campaign over the next two years, by displaying key messages and the BHF logo on Warburtons Wholemeal loaf packaging.
The charity hopes the heart health messages will reach 6.8m households, based on the claim that 70m Warburtons wholemeal products are sold each year.
Neil Campbell, managing director at Warburtons, said: “This long term partnership is a first in Warburtons 138 year history. We have a natural fit with the BHF as we both have families at the heart of what we do and we have shared goals in health and nutrition.
“With so much misleading advice on diets, weight loss and healthy eating available, consumers are getting increasingly confused with what they should eat as part of a healthy balanced diet- especially when it comes to the role bread plays. Taking a sensible approach using the government’s nutritional guidelines, we will work with the BHF to help communicate key healthy eating messages to consumers about simple ways they can improve their diets, including the positive role of bread and starchy carbohydrates in these, while also supporting some of the BHF’s key campaigns.”
The messages will include information about how starchy carbohydrates, such as bread, can play a positive role in a healthy balanced diet.
Simon Gillespie, chief executive at the BHF, said: “Over 2.3m people in the UK are living with coronary heart disease. By working with the biggest bakery brand in Britain, we can reach families across the country, every day, with essential, lifesaving advice.
“We know that a healthy diet is an important part of keeping our hearts healthy. As a staple in UK households the partnership with Warburtons offers us a unique opportunity to help support families to make healthy choices as well as raise awareness of some of our key campaigns.”
– See more at: http://bakeryinfo.co.uk/news/fullstory.php/aid/13330/Warburtons_strikes_two-year_partnership_with_BHF_charity.html#sthash.Gi23vGB8.dpuf

Kingsmill Great White wins award

High fibre loaf
High fibre loaf

Allied Bakeries took home the Grocery Product Launch of the Year 2014 award at the Retail Industry Awards for its Great White Loaf.
After what the company has called the “most successful launch in food FMCG this year”, the loaf received 29% of votes for the title.
The loaf, which has 7g of fibre per 100g, compared with Kingsmill Tasty Wholemeal bread, which has 6.2g of fibre per 100g, will reappear on TV screens this month, following a £6.7m two-year marketing investment into the Kingsmill Great White campaign.
Martin Garlick, category director, Allied Bakeries, said: “The launch of Kingsmill Great White has attracted new consumers to the sector and helped to stem the decline in white bread sales.
“This latest award shows Allied Bakeries understands consumer needs and category challenges across the bakery sector. Being back on TV in October will be a great way to continue to drive awareness of Kingsmill Great White.”
Kingsmill Great White had the highest weekly unit sales, highest penetration and highest percentage repeat rate in 2014 so far, compared to Walkers Pops, Cadbury Crème Egg Biscuits, Weight Watchers 0% Fat Greek Style Yoghurt, Weetabix on the go, Robinsons Squash’d, Cadbury Marvellous Mix Ups and Nestlé Toffee Crisp Cereal [Nielsen Scantrack we23.08.14.]
Kingsmill later launched the Great White Roll in July.
– See more at: http://www.bakeryinfo.co.uk/news/fullstory.php/aid/13243/Great_White_Loaf_scoops_Industry_win.html?utm_source=newsletter_weekly&utm_medium=email&utm_campaign=Newsletter%2BWeekly%2BIssue%2B462#sthash.qHTjpQDh.dpuf