Wall’s, the heritage sausage brand owned by Kerry Foods, is investing in the hot food-to-go category with the launch of two new ‘heat to eat’ breakfast rolls.
The sausage brand, established in 1786, is launching a Sausage Muffin and a Bacon Baguette, which shoppers can ‘heat and eat’ in one minute. With muffins and baguettes firmly established as two of the top food-to-go choices at breakfast (MCA, Food-To-Go Report 2017), retailers can maximise sales through the occasion with this convenient on-the-go option to suit shoppers’ increasingly busy lifestyles.
The microwave snacking category is currently valued at £111m and growing at 3% up even further in impulse at 10.6% (Nielsen Scantrack, MAT 04/17) demonstrating the demand and opportunity within the channel, which Wall’s aims to help retailers capitalise on.
Convenience is a key factor within breakfast occasions and this is an important focus for the brand as it sets to reignite the chilled foods category and position itself as a key player in the micro snacking category. With Wall’s experiencing growth of +46.7% (Nielsen Scantrack w/e 22/04/17) in the convenience channel, the new launch is set to further drive the growth of the brand and the category by engaging new shoppers looking for a convenient breakfast solution.
Jessica Lamb, senior brand manager for Wall’s, said: “We want to offer shoppers variety and also help with their increasingly busy lifestyles by offering convenience to those looking for an on-the-go option. We know that microwave snacking is very popular but there is still a gap in the market for quality, breakfast options and our new launch aims to fulfil this demand. 60% of shoppers consume food-to-go products at work or home, where they are able to heat products (MCA, Food-To-Go Report 2017). The demand for increased simplicity means that shoppers are keen for solutions that deliver maximum taste with minimum prep time.”
Rolling out from August the new Sausage Muffin and Bacon Baguette will be available in convenience and grocery channels, and will be supported by a marketing campaign spanning digital, PR and in-store sampling.