Warburtons has unleashed its latest bakery innovation to the world, but it seems like Brits really can’t make their minds up on it.
We all know that the crumpet is a truly iconic British snack, right? And the Bolton-born bakery’s best-selling version of the crumpet is one of the most beloved there is – with around 155 million baked and distributed across the UK each year.
But now, alongside the original crumpets and the Giant Crumpets launched back in 2015, Warburtons has decided to “expand and diversify” its crumpet offering even further with the new Crumpet Thins.
Crumpet Thins are, according to Warburtons, produced with the same high-quality ingredients as the original crumpets, so you still get that “delicious taste in every bite”, but with only 61 calories in each, they are said to perfect for those wanting “a lighter breakfast or snack option”.
🎉 BAKING NEWS 🎉 We’ve been working on a little somethin’ new for the breakfast table. Introducing…Crumpet Thins 🤩🧡 pic.twitter.com/nPWDbtT43f
Warburtons’ Chairman, Jonathan Warburton, says the company decided to create the new Crumpet Thins are they “found a need for lighter options which still delivered on great taste”.
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“Consumers are always looking for new ways to enjoy our products,” he explained.
“Our existing Thins and Thin Bagel ranges have been booming since their launch… and we know crumpets are the top snack for many people across the UK, whether that’s for breakfast or an afternoon pick-me-up, so it was a no brainer for us to have some fun with our signature recipe and bring the nation Crumpet Thins.”
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The new crumpet invention is now in store at Morrisons, and is soon to arrive on the shelves at other supermarket chains across the UK – including Tesco, Asda, Co-op, and Iceland – on different dates throughout this month.
Warburtons have launched new Crumpet Thins and people are divided / Credit: Warburtons
The company says it hopes people are as excited for what it’s calling a “modern take on a British cult classic” as it is.
But it seems not everyone is convinced.
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A post about the new Crumpet Thins shared on Instagram by the massively-popular food blogger and reviewer, New Foods UK, a couple of days ago has now amassed over 4,000 likes and hundreds of comments from foodie fans sharing their mixed reactions to the new creation – with some going as far as to calling them a “game-changer”, while others branded them “criminal”.
“Why would you make a delicious crumpet thin? If there’s a crumpet to be had, I want MORE CRUMPET,” one passionate crumpet fan commented.
“I can’t think of any reason why I would want to eat a thinner crumpet,” another said.
A third questioned: “Why make them thinner? To save on ingredients but still charge the consumer the same or more? Crumpets are fine the way the are”, while a fourth added: “Why oh why? The whole point in a crumpet is that is thick and tasty.”
“Who’s asking for LESS crumpet? That’s criminal,” one fan comically questioned, while another claimed: “No one asked for thinner crumpets.”
Many on social media also pointed to the fact that the new Crumpet Thins resemble pikelets – which are regionally-known thinner and more pancake-like griddle breads.
“Are these not just pikelets rebranded?,” one person questioned.
Featured Image – Warburtons
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Tens of thousands queue for exclusive new Selfridges Jellycat toy
Daisy Jackson
Selfridges has today unveiled a brand-new, exclusive Jellycat toy – and it’s proving so popular an online queue has had to be put in place.
At the time of writing, a whopping 28,000 people are currently in a virtual queue to purchase the adorable new Jellycat character, with a wait time of more than an hour.
Today, Selfridges debuted a world-exclusive toy for the department store – a plushie version of its iconic yellow bag.
The Jellycat Amuseables toy comes in a soft yellow fabric, with the signature Jellycat smile, plus corded handles and legs.
And it does function as a miniature bag too, perfect for storing other pieces from your collection.
It’s been launched to celebrate a milestone 25 years of partnership between the two brands.
The Jellycat Amuseables Selfridges Bag. Credit: The Manc GroupThe Jellycat Amuseables Selfridges Bag. Credit: The Manc Group
The Selfridges x Jellycat exclusive retails at £48 – and its price has done absolutely nothing to deter people from shopping.
As well as being stocked online, the Selfridges bag soft toy is available in store in Exchange Square and at the Trafford Centre in Manchester, as well as in Birmingham and London.
Judd Crane, Selfridges Executive Director, Buying and Brand, said: “We are very proud to be part of Jellycat’s incredible story, as one of the brand’s first stockists, launching at Selfridges in 2000,” reports The Industry.Fashion.
The current queue on the Selfridges website for the Jellycat exclusive
“We have watched the Jellycat brand, and family, evolve as its loyal and inclusive community of fans and collectors continues to grow and grow. Twenty five years later, Jellycat is a firm favourite with our customers, who come to us for characters and experiences which make their day brighter.
“The Selfridges yellow bag is perhaps the most recognisable part of our brand personality, and we are excited be able to share it with Jellycat!”
You can pick up the Jellycat Amuseables Selfridges Bag in-store and online from today.
To celebrate 25 years of @Jellycat and @Selfridges, there’s a brand new character on the shelf and she’s beautiful 🥹💛 📍 Available now at both Selfridges Exchange Square and Trafford Centre #manchester#selfridges#jellycat#jellycatcollection#manc
There’s a FREE Children in Need event coming to MediaCityUK
Thomas Melia
An all-new and completely free to enjoy Children in Need event is making its way to MediaCityUK later this November, and it’s bringing along some iconic brands.
Everyone’s favourite yellow bear is returning to Manchester to take over MediaCityUK and rename it Pudsey’s Piazza for one night only.
Pudsey Bear is heading down to MediaCityUK and he’s bringing all the best activities, games, famous food, live music and more for four hours of FREE family-oriented fun.
You can expect to see Pudsey and the team alongside a whole host of celebrities, brand partners and lots of friends when Children in Need hosts its celebration later this November.
Some of the brands which have been announced include staple high street bakery Greggs, a collaboration between McDonald’s and its sports counterpart, Fun Football UK.
DJ AG is just one of the special guests preparing to take over MediaCityUK this November for Children in Need (Credit: Supplied)
Also joining the bill is viral TikTok potato-loving duo Spud Bros, who will be serving up their famed jacket potatoes with an array of fillings to choose from inside their recognisable big red van.
Greggs will be bringing a huge double-decker bus to Pudsey’s Piazza at MediaCityUK with treats on hand throughout this evening celebration, as well as interactive games for you to play.
You’ll also be able to catch a glimpse of a replica Red Arrows jet, which will be situated on the piazza all night long courtesy of aerial experts Royal Air Force.
If that wasn’t enough for you, your night will be soundtracked by the one and only viral nomad music maker DJ AG, who’ll be playing out tunes as part of a charity livestream at the bandstand.
MediaCityUK is the home of BBC Children in Need, so it’s only fitting that Pudsey would throw one of his biggest parties yet right here in Greater Manchester.
Pudsey and his friends are transforming MediaCityUK into Pudsey’s Piazza on Friday, 14 November from 4pm to 8pm, and they’re encouraging anyone to come along, especially since it’s FREE.
Emily Sergeant -
10th April 2023 
