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Rustlers is expanding its breakfast offering with the introduction of an All Day Breakfast Pancake Stack.

The chilled breakfast product features three buttermilk pancakes, served with a sachet of maple syrup style sauce. The All Day Breakfast Pancake Stack joins Rustlers’ existing breakfast range, comprising the All Day Breakfast Sausage Muffin and the All Day Breakfast Double Sausage Muffin Cook in Box launched last year.

“Breakfast is a staple occasion seeing long-term growth, with consumption dominated by a small number of core products,” said Elaine Rothballer, head of marketing consumer brands at Kepak. “Performance of the category is in part driven by morning goods, including breakfast pastries, bagels and pancakes – which alone are experiencing 23% growth.

“When we look at the competitor landscape for pancakes within retail, there is an ambient multi-serve dominance, which presents an opportunity for a chilled convenient offering similar to the well-established variants in QSR. Research shows the All Day Breakfast Pancake Stack performs very strongly on appearance, taste, aroma and texture. The new product also fares competitively against baked goods and desserts, giving our convenience retail partners an opportunity to win footfall from QSRs.”