Kingsmill has added Sandwich Thins to its bakery portfolio.
Six-packs are available from October, in white and 50/50 varieties, RRP £1.29.
The products aim to provide a healthier alternative to sliced bread at just 99 calories each.
More than 5.1billion sandwiches are eaten in the UK every year, but many consumers are looking for a healthier alternative.
Chris Longbottom from Kantar Worldpanel said: “People are seeking out lighter alternatives and more variety from all their meals and snacks, which is evidenced by staggering growth experienced in sandwich alternatives”.
The sandwich alternative market also presents a significant opportunity for retailers to increase revenue. Janene Warsap, head of innovation at Allied Bakeries, said: “Every sandwich made with an alternative product instead of sliced bread creates around 5p extra revenue”.
The firm has invested £8.4m in manufacturing Kingsmill Sandwich Thins at its Glasgow plant and has committed to a further £5m in marketing over the next two years, including TV ads and in-store displays.