[5] The company embarked on a large expansion programme in the late 1990s which continued in the 2000s and it has grown across the United Kingdom after being relatively unheard of outside the North West.

[8] In 2012, the Warburtons brand was the most popular bread in the United Kingdom, ahead of rivals Kingsmill and Hovis, a position it claimed in 2008.

[11][12] In a 2016 interview with Campaign, chairman Jonathan Warburton said that Brexit was "a very good thing to have happened", and called the European Union a "rotting corpse".

With demand increasing from national retailers such as Tesco, Asda and Sainsbury's,[15] in the late 1990s the company embarked on an expansion programme and opened new plants at Eastwood in Nottinghamshire, Bellshill and Wednesbury.

In 2010, the company announced the closure of its Newport facility, but retained a distribution depot at Port Talbot to continue service to the South Wales market.

[17] In 2013, the Daily Mirror named Warburtons as Britain's best loved shopping brand ahead of Coca-Cola, Heinz, and Cadbury.

[25] In January 2023, Waitrose said it had stopped stocking Warburtons products the previous year amid a commercial dispute, "after their performance didn’t meet our expectations.

"[26] Warburtons makes five categories of products: Bread, Rolls, Bakery Snacks (including crumpets and potato cakes), Gluten Free and Weight Watchers.