Warburtons launches ‘Baked Baggage’ as research reveals half of Brits pack food and drink from home when travelling abroad

With summer holidays in full swing, new research* released today from the UK’s largest bakery brand, Warburtons, reveals the extent Brits go to, to bring home comforts with them on holiday, particularly when it comes to food and drink. Despite friends, family and pets topping the list of the things Brits would miss most when on holiday abroad, 2 in 3 (65%) agree that they miss food and drink from home.  

In fact, those travelling abroad miss familiar food and drink so much that half (50%) admit to having stashed items in their suitcase, with chocolate (47%), crisps (40%), cereal (23%) and bread (18%) being the most common things to pack or consider packing.  

With 40% agreeing that finding their preciously stowed food damaged upon arrival at their destination would leave them feeling disappointed, family bakers, Warburtons, has stepped in with a practical solution. This summer, Brits can say goodbye to damaged dough with the launch of ‘Baked Baggage’, a hard-shell holdall specifically designed to store bread in their luggage while travelling abroad.  

Forget souvenirs – Brits want their bread. 36% of those surveyed wish they could buy British sliced bread abroad, proving a clear market void, with a further 30% actively searching for that beloved taste of home when they travel. The limited-edition launch, which comes as part of Warburtons summer partnership with the UK’s leading package holiday provider, Jet2holidays, means Brits can finally take their favourite loaves with them, without fear of them getting squashed. The wider partnership gives shoppers the chance to win a range of prizes including a 5* all-inclusive Jet2 holiday. 

Jonathan Warburton, Chairman of Warburtons, said, “I've always said there's nothing quite like a proper slice of toast in the morning, or a comforting sandwich at lunch time, and it seems our customers agree! It's heart-warming to know that even when they're off on their holidays, a taste of home, a bit of that familiar comfort, is still so important. So, no more squashed loaves or sad sandwiches – ‘Baked Baggage’ is our way of making sure you can enjoy your Warburtons loaf wherever you are in the world. After all, some things are just too good to leave behind!” 

A spokesperson for Jet2holidays,  added, “At Jet2holidays, we know that every detail contributes to a truly memorable holiday experience, and for many that includes the comforting taste of home. We love the introduction of the Warburtons 'Baked Baggage' – we’re all about making holidays as enjoyable as possible, and if that means helping our customers bring their favourite Warburtons bakes along on their much-deserved holidays, we’re onboard with it!”

While Brits embrace the adventure of international travel, a piece of their heart (and their stomach) remains firmly rooted in the familiar tastes of home. Warburtons continues to be a symbol of this comfort, providing the nation with the quality and taste they know and love, whether at home or, for some, even on holiday.

The ‘Baked Baggage’ is available for five lucky consumers to get their hands on this August via the Warburtons Instagram channel