A whole (meal) lot of heart

Warburtons, Britain’s number one bakery brand, has announced a two-year strategic commercial partnership with The British Heart Foundation (BHF).

The two leading organisations will work together to raise awareness of the importance of healthy eating to maintain a healthy heart. This will include how starchy carbohydrates, such as bread, play a positive role in a healthy balanced diet.

As the No1 Wholemeal brand¹, Warburtons will be at the centre of the activity, and display the iconic BHF logo and key campaign messages over the next two years on all Wholemeal bread packaging. With over 70m Warburtons Wholemeal products bought each year this means that the on-pack nutritional and heart health messages will reach over 6.8m million households².

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.’ Neil added.

Simon Gillespie, CEO of the British Heart Foundation said: “Over 2.3 million 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.“

The partnership activity begins with Warburtons supporting the BHF’s Call. Push. Rescue (CPR) national campaign to create a Nation of Lifesavers, by providing all adults and children with the means to learn vital CPR skills. A call to action will feature on all Warburtons 400g and 800g Wholemeal bread and will be available on shelves in retailers nationwide, from 16 October until the end of the year.

To find out how to learn CPR and save a life visit www.warburtons.co.uk/CallPushRescue for more information and look out for special BHF packs of Warburtons 400g and 800g Wholemeal bread in store.

References

1. Nielsen, Total Coverage Value and Unit sales, 52 w/e 13.09.14
2. Kantar Worldpanel, Brand Footprint study, May 2014
3. The Grocer Magazine, Nielsen Britain’s 100 Biggest Grocery Brands, March 2014