Inside the Superbrands: Warburtons

Inside the Superbrands: Warburtons

Helen Skelton uncovers the inside secrets of some of Britain’s most popular brands. From research into new recipes, through to the packaging on the shelf, this series explores the lengths these superbrands go to keep their rivals at bay and win over shoppers up and down the country. In this episode, Helen goes behind the scenes of Warburtons, the UK’s bestselling bakery brand that is still a family business. Helen sees how they make their classic Toastie White loaf and crumpets, meets the quality team who count the holes in crumpets to ensure perfection, and finds out why the brand is branching into the luxury cake market. Helen also sets out to learn more about bread waste and talks to owner Jonathan Warburton about what he is doing to expand the business. With privileged access to their senior teams, bakeries and research laboratories, Helen uncovers the secrets of the brand’s success.

Inside the Superbrands: Warburtons – Sunday 8pm on Channel 4

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