Warburtons has made its first move into frozen convenience foods through a licensing deal with Food Brands Now, bringing a pair of branded toasties to Iceland and The Food Warehouse from 2 June.

The launch marks the bakery group’s debut in licensed products and extends the reach of its Thick Toastie loaf into a new meal occasion. The range comprises a Cheese Toastie and a Club Toastie with chicken and bacon, each carrying an RRP of £3.50 and backing a three for £10 offer at launch.

Warburtons chairman Jonathan Warburton said the family business had spent 150 years serving households across the UK and described the tie-up as a way to give shoppers another lunch option built around its well-known bread. Food Brands Now’s Oliver Gilding said the partnership paired a trusted national brand with demand for convenient, higher-quality meal solutions, adding that the frozen toasties were only the beginning of a broader opportunity.

The move also fits with Iceland’s continued emphasis on The Food Warehouse as a growth channel. Retail Bulletin has previously reported that the format has become increasingly important to the group, positioning it as a larger-format destination for bulk buying and expansion. Warburtons products are already familiar to Iceland shoppers through its bread range, including thick-sliced toastie loaves sold in store and suitable for home freezing, which should help give the new products an easy entry point.

For Warburtons, the collaboration is a notable step beyond core bakery lines and into branded ready-to-heat meals, a category where convenience and brand recognition often matter as much as price. For Food Brands Now, it offers a high-profile first licensing win and a platform to build on in a market where shoppers are increasingly looking for familiar names in faster meal formats.

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