Ginsters is expanding its portfolio with the launch of its first microwavable breakfast range.
The initial two SKUs – Bacon Roll and Breakfast Wrap - will launch into convenience, impulse and forecourt channels on 22 April.
The launch will be supported with in-store POS and merchandising, along with an engaging social media campaign designed to encourage trial and drive awareness.
The breakfast market is growing and currently worth £3.6bn with 24% of UK adults now purchasing breakfast on the go on a weekly basis, according to Ginsters.
In addition, more than a quarter of food to go purchases are now hot.
The Bacon Roll comprises sweetcure smoke flavoured bacon with tomato sauce in a muffin, while the Breakfast Wrap is soft tortilla filled with sausage pattie, omelette, cheese, bacon, hash brown and tomato sauce.
Both come in microwaveable packaging.
Ginsters recommends ranging the new Ginsters Breakfast products in the chilled sandwich fixture, close to the in-store microwave with clear POS sited in front of the product.
The Breakfast Wrap is available with an rrp of £2.99, and the Bacon Roll with an rrp of £2.49.