Warburtons has become the latest supplier to tap into the protein trend with a new range of wrapped bakery products.
The four-strong Protein range contains Wholemeal 400g loaf, Wholemeal Rolls, Wholemeal Thins and Wholemeal Soft Wraps.
The launch follows brands such as Nature Valley, Batchelors soup and Weetabix that have launched new lines to make protein more accessible to consumers.
Philip Constantine of Nisa Local in Hither Green, London, said: “We stock Weetabix’s Protein Drinks and although I feel protein is still a niche market, we do get shoppers visiting us for these products in the morning. It’s a good steady seller.”
The Warburtons range launched in Asda earlier this month and is now rolling out to independent stores.
Darren Littler, innovation director for Warburtons, said: “Our range makes it easy for people to enjoy more protein as part of their daily routine.”