Briefed to bring a festive look to its bread loaves, the packs have been designed to give the appearance of a present waiting to be unwrapped, featuring images such as Christmas trees, stockings, holly, snowflakes, ribbons, bows and gift tags.
The Christmas-themed wax paper can also be reused as wrapping paper by consumers.
Steven Anderson, creative director at Smith & Milton, said it was important to keep the packs recognisable but also impact in the fixture.
"We didn't want to complicate the packaging too much, as otherwise it wouldn't fit with the nature of the product. We opted for a traditionally festive, colourful design which we hope will be in many consumers' homes this Christmas," he said.
Darren Littler, innovation and renovation director at Warburtons, said: "Our iconic wax loaves are unique to the bread category in that they are wrapped in wax paper with bright, distinctive colours. Consumers tell us the wax paper reminds them of opening a present so we built upon this insight to re- design the packs for Christmas which we believe will be really impactful in store and create some festive cheer to our consumers."
The Christmas design is now available on-shelf and will be for six weeks until 24th December.
