Wall’s, the 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 microwave snacking category is currently valued at £111m and growing at 3%, Wall’s said, demonstrating the demand and opportunity within the channel, which Wall’s aims to help retailers capitalise on.
The brand will be launching two new breakfast products including Sausage Muffin and Bacon Baguette, which shoppers can ‘heat and eat’ in one minute. Muffins and baguettes are firmly established as two of the top food-to-go choices at breakfast, Wall’s said.
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. 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.