Rowse Honey has launched Rowse Honey Snap & Squeeze to tap into the ’carried out breakfast’ market.
This market has grown by +15% as consumers become increasingly time-poor and are looking for convenient breakfast solutions, says Rowse.
The new format, available now with 8x 15g sachets in one box (RRP of £2.59), is intended to tap into a younger audience looking for a natural topping for their porridge, toast or yogurt when away from home.
The launch aims to drive incremental growth for the Honey category by offering consumers individual portions of honey that snap open cleanly to dispense all the natural honey, with no waste, no mess and in a controlled 15g portion.
Kirstie Jamieson, Rowse Honey marketing director, said: “The launch of Rowse Honey Snap & Squeeze will enable us to drive incremental sales by tapping into a new younger audience that might otherwise avoid honey in their out of home breakfast as it can be messy and difficult to control the portion size.
“Consumption of Rowse Honey and porridge is growing rapidly at breakfast, with YOY growth of 50% to 36 million occasions. However honey overall only features in 2.4% of breakfast occasions ((Kantar Worldpanel Usage data Jan 2015), so there is a huge opportunity to grow the category.”
Available in 8x 15g sachets, Rowse Honey Snap & Squeeze joins the Rowse Honey Core range, which comprises of 340g (rrp £2.59), 250g (rrp £1.99) and 680g (RRP of £4)