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British bakery brand Warburtons has launched two new products, Belgian Waffles and Sesame Thin Bagels.

The new launches come as the bakery occasions category has grown by over 20% since 2020, with these new additions set to widen the selection of quality sweet and savoury bakery products available.

Warburtons Belgian Waffles have been introduced off the back of an upward trend in waffle and dessert shops on the UK high street, which has boosted their popularity.

The waffles come both in a four-pack, individually wrapped, and also as a single-serve portion, allowing consumers to eat at home or on the go, and are available in Choc Chip and Pearl Sugar flavours.

Warburtons has launched a new bagel variety to tap into increasing consumer demand for the baked snack. According to Warburtons, it remains the number one thin bagel brand in the UK, and now has a 74% market share.

The bagels are boiled then baked for authentic taste and texture and are topped with sesame seeds for added texture. Each pre-sliced pack of six provide a source of protein and can be consumed as they are or toasted.

Jonathan Warburton, chairman of Warburtons, said: “Consumers are always looking for new ways to switch up their mealtimes so providing consumers with new, exciting products is really important to us. Waffles have become incredibly popular and these are particularly delicious, as a treat breakfast or snack...The extension of the Thin Bagel range with Sesame Thin Bagels is a no brainer – a hugely popular product already, this classic variation is a very welcome addition.”

The new products are available to purchase now in Tesco stores, with further rollout in the coming weeks.

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