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

• British holidaymakers don't like leaving their home comforts behind when travelling abroad, with 65% missing familiar food and drink
• Half (50%) admit to packing food and drink from home, with almost 1 in 5 (18%) of those packing bread
• Warburtons has launched a special hard-shell holdall to prevent the nation's favourite loaves being damaged in transit this summer
• The limited-edition 'Baked Baggage' holdalls are available exclusively via the Warburtons Instagram channel

13 August 2025, [Bolton, UK]: 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***.

ENDS

High-res imagery of the Baked Baggage can be accessed here.

Contact: warburtonsbrandteam@bursonglobal.com

*The research was conducted by Censuswide, among a sample of 2,000 nationally representative UK respondents (aged 16+). The data was collected between 18.07.2025 - 21.07.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

Stats may combine 'A lot' and 'A little' - *Those who have travelled abroad

Stats may combine 'Yes, I have done this multiple times', 'Yes, I have done this once'

Stats may refer to only respondents who know what food or drink home comforts they have/would consider packing when travelling abroad (creating a drop in base size)

** Purchase necessary. To enter shoppers are to scan the QR code on pack or promotional POS or visit winwithwarbs.co.uk, enter their personal details and last 4 digits of their barcode and instantly be notified if they have won one of our instant win prizes. At this stage all entrants will be entered into that weeks prize draw. Winners will be contacted via text confirming their win and sent to a URL to complete verification process and claim their prize. The promotional period lasts for 12 weeks between 4th August & 26th October 2025. After the 12 week period has finished there will be a mop up draw following the same mechanic for 4 weeks, ending on 23rd November 2025.

*** Social Media Terms and Conditions - Warburtons

About Warburtons 

• Established in 1876 as a grocery shop in Bolton by Thomas and Ellen Warburton, today Warburtons is actively run by the fifth generation of the Warburton family – Jonathan, Brett and Ross 
• Warburtons is the number one brand within the UK Bakery market with almost 150 years of baking expertise 

• With 11 bakeries and 16 depots around Britain – from Aberdeen to Newton Abbott – Warburtons spans the length and breadth of Great Britain 

• With a fleet of almost 1,000 vehicles, Warburtons delivers its 70-strong product portfolio direct to 18,500 retail customers every day