Raise a Toast to London's Favourites

                     Raise a Toast to London's Favourites

  PR Newswire

  LONDON, June 28, 2013

LONDON, June 28, 2013 /PRNewswire/ --

            The nation's No.1 London loves revealed by Warburtons

A study released today reveals Britain's favourite parts of our beloved
Capital; from the iconic skyline, to our favourite attractions and people,
London's attractions are still front of mind a year on from the success of the
Games. The research commissioned by family baker, Warburtons, in celebration
of becoming London's number one bakery brand ^[ ^1 ^] , reveals what the
nation really loves about the capital city and compares this to what Londoners
choose as their No.1 London attractions.

Joining Big Ben ^[ ^2 ^] in the number one spot for the favourite skyline
image is St Paul ' s Cathedral , and completing the top five from a list
respondents chose from are Tower Bridge, The EDF Energy London Eye and the
Tower of London. Whilst not making the UK's top five, Londoners have embraced
the latest building to grace the London skyline, voting The Shard as their
fifth favourite building.

To celebrate its position as London's number one bakery brand and at the 10
^th anniversary of its Enfield bakery, Warburtons has commissioned leading
food artist, Lennie Payne, who famously reconstructed The Rovers Return in
toast, to recreate these top five London skyline icons using only bakery
products .

                     A snapshot of the Capital in numbers

                The nation's No.1s                    Londoners' No.1s
    No.1 skyline image - Joint 1st Big Ben     No.1 skyline image - St Paul's
    (19%) and St Paul's Cathedral (19%)        Cathedral (22%)
                                               No.1 park for a sunny day's
    No.1 park for a sunny day's picnic - Hyde  picnic - Joint 1st Hyde Park
    Park (23%)                                 (20%) and Richmond Park (20%)
                                               No.1 bridge - Tower Bridge
    No.1 bridge - Tower Bridge (47%)           (51%)
                                               No.1 market - Borough Market
    No.1 market - Camden Market (17%)          (20%)
                                               No.1 attraction - London Zoo
    No.1 attraction - Tower of London (14%)    (13%)
                                               No.1 museum - Natural History
    No.1 museum - Natural History Museum (21%) Museum (22%)
    No.1 area of London - North of the River   No.1 area of London - North
    Thames (33%)                               London (41%)
                                               No.1 underground station -
                                               Joint 1st Kings Cross St
    No.1 underground station - Kings Cross St  Pancras (9%) and Canary Wharf
    Pancras (11%)                              (9%)
                                               No.1 tube line - Victoria line
    No.1 tube line - Piccadilly line (9%)      (15%)
                                               No.1 iconic Londoner - The
    No.1 iconic Londoner - The Queen (31%)     Queen (29%)

Following her unprecedented arrival to the opening ceremony of the Games one
year ago, the study saw the Queen crowned as the UK's favourite Londoner from
our list (31%), which comes as she celebrates 60 years in the role. Her
Majesty was followed by Prince William (9%) and taking his place alongside the
royals is Michael Caine (9%) - perhaps still famous for his instantly
recognisable cockney accent.

Hyde Park was unveiled as the favourite park to enjoy a picnic on a sunny day
with almost a quarter (23%) choosing this famous royal park and Tower Bridge
was found to be the favourite bridge in London , with almost half (47%) the
population choosing it. The East of England were ardent fans of the bridge,
with 63% crowning it their favourite, whereas the Scots appeared less
enthralled with just over a third (36%) choosing this iconic crossing.

The city's favourite attractions continue to divide the nation, as the Tower
of London (14%) took the British poll position, yet those living in London
named the London Zoo (13%) as their favourite , an attraction that was placed
in fourth position nationally (9%).

The avidly discussed North - South debate can also now be put to rest, as both
Londoners and the nation chose North (of the River Thames) as their favourite
part of the Capital , with an overwhelming 65% ^[ ^3 ^] favouring the area
nationally and 41% of Londoners also choosing it as their No.1 area of the
capital. The Piccadilly line (9%) was selected as the nation ' s favourite
tube line, yet Londoners chose the  Victoria  line (15%) as their number one
from our list . However, the Hammersmith and City line fared the worst,
achieving 0% with both the nation and Londoners.

Jonathan Warburton, Chairman of Warburtons, said "As shown last year, there is
much to celebrate about the Capital - from its iconic skyline, transport
system and tourist attractions through to its glorious green parks where you
can relax with the family and enjoy a picnic. We carried out this research to
truly celebrate all that is great about London and we're extremely proud to
announce that, at our Enfield bakery's 10 ^th year anniversary, Warburtons has
been crowned London's number one bakery brand."

Further unreleased stats on the Capital and information on London's number one
bakery brand can be found at the Warburtons Facebook page

Notes to editors

All figures, unless otherwise stated, are from YouGov Plc. Total sample size
was 2,050 adults. Fieldwork was undertaken between 31st May - 3rd June 2013.
The survey was carried out online. The figures have been weighted and are
representative of all GB adults (aged 18+).

Full results for the YouGov survey can be found here .

^[ ^1 ^] Based on bakery share in London. A Brand Footprint study from May
2013 has shown that Warburtons has reached the top spot in the capital with a
15.3% volume share of the market earning them the position as London's number
one bakery brand - please contact press office for further information

^[ ^2 ^] Supporting statistics for the favourite parts of the skyline:

Big Ben (19%)

St Paul's Cathedral (19%)

Tower Bridge (12%),

The EDF Energy London Eye (7%)

Tower of London (7%)

The Shard (8%)

^[ ^3 ^] Of the 1,046 who had a favourite


  *Warburtons is the UK's leading independent baker and was established in a
    grocery shop in Bolton in 1876 by Thomas and Ellen Warburton. Today the
    business is actively run by the fifth generation of the Warburton family -
    Brett, Jonathan and Ross
  *Warburtons is the number one brand within the UK Bakery sector with over
    135 years of baking expertise
  *Warburtons is the third biggest grocery brand in the UK The Grocer
    Magazine, Nielsen Britain's 100 Biggest Grocery Brands, March 2013
  *Warburtons is the UK's most chosen FMCG brand ^[ ^1 ^]
  *With thirteen bakeries and thirteen depots around the UK, the company
    serves customers from the Scottish Islands & Highlands in the North to
    Southampton in the South

Contact: Clarion Communications: Karen Nower, +44(0)20-7343-3113,
Press spacebar to pause and continue. Press esc to stop.