BOLTON bakery Warburton’s has been named as the nation’s best loved shopping basket brand.

It leads the rankings as the UK’s most chosen brand, beating other giants such as Coca-Cola, Heinz and Walkers, according to analysts Kantar Worldpanel.

The research shows 520 million Warburtons items were sold last year, compared to 393 for Heinz who came second, and 386 for Walkers who came third.

Mark Simester, marketing director at Warburtons, said: "We are delighted to have been revealed as the nation's most chosen brand by Kantar.

“As a British, family-run business for more than 135 years, we are committed to meeting the needs of real families with great tasting, quality bakery products, exciting innovations and engaging marketing campaigns, and this accolade reflects this.

“We put the consumer at the heart of everything we do and we will continue to give British families reasons to love Warburtons."

Warburtons was founded by Thomas and Ellen Warburton in 1876 in Bolton, where it is still based and run by fifth generation family members.

Tim Kidd, managing director at Kantar Worldpanel, said: “The branded market is more competitive than ever before and consumers are trading down to manage tighter budgets, often turning to own label products.

“Brands need to understand what is important to consumers and find new ways of connecting with cash-strapped shoppers who want certainty, quality and value.”