Sausage maker Wall's is targeting the UK's "working man" with its first foray into the market for hot breakfast snacks.
Wall's will this month launch a breakfast muffin and sausage bap, complete with tomato sauce sachet and an egg, for the growing number of on-the-go consumers. It is also launching a breakfast muffin, which includes sausage, egg and cheese.
Both will be microwaveable and priced at GBP1.99, in order to entice consumers that make up the UK's GBP80m hot snacking category.
"Predominantly targeted towards the working man, the breakfast range is designed to provide an inspiring, tasty solution that people can eat on the move," said Wall's today (7 September).
"We know from our research that two-thirds of people consume breakfast as part of their daily routine, but more and more are struggling to find time to eat at home or prepare their breakfast from scratch," said Emma Calder, senior brand manager for Wall's Pastry.
Around 55% of consumers leave home without breakfast on average twice-a-week, according to Wall's.
WALL’S BREAKS INTO HOT BREAKFAST SNACKS - Wall’s enters hot breakfast snacking category for first time with new Breakfast Muffin and Sausage Bap - Quick and convenient formats bring the unmistakable, succulent flavour of Wall’s to on-the-go consumers - Launch designed to build on the growing popularity of the hot snacking category - worth £80m per year in the UK - Marketing activity to include point of sale, trade shows activity, sampling and broadcasts slots Wall’s, the UK’s best-known sausage brand, is reinforcing its breakfast credentials with the launch of a new range of microwavable snacks. Rolling out to independent retailers on the 10th September, this tasty new line up comprises a Sausage Bap – served with a sachet of tomato ketchup – and a Breakfast Muffin – made up of a succulent Wall’s sausage topped with an egg and cheese slice. Both are microwaveable and have an RRP of £1.99 (155g). Predominantly targeted towards the working man, the breakfast range is designed to provide an inspiring, tasty solution that people can eat on the move.
Ready in less than 2 minutes, with minimum hassle, they will deliver the unmistakable Wall’s flavour that families know and love in a quick and convenient new format. Emma Calder, Senior Brand Manager, Wall’s Pastry, said: “We know from our research that two-thirds of people consume breakfast as part of their daily routine, but more and more are struggling to find time to eat at home or prepare their breakfast from scratch. ” "Our new breakfast range provides an exciting, innovative solution to this growing dilemma, enabling those who have not traditionally had time to enjoy the unmistakable flavour of a Wall’s cooked breakfast to do so in a quick, convenient and tasty format.”
The launch sees Wall’s strengthen its position in the breakfast category, which grew 4% last year and has seen an increase of 16 million breakfast occasions since 2007. Much of this category growth has been led by the increasing popularity of out-of-the-home consumption, with 55% of consumers leaving home without breakfast on average twice a week. The launch of the new breakfast range will be backed by extensive in-store and point-of-sale activity, due to launch on 10th September, with additional digital and above-the-line activity to follow. Wall’s entry into the breakfast snack market follows the recent launch of ‘Perfect for Pasta’ sausageballs earlier this year, which tapped into the growing trend towards in-home Italian cuisine. The launch of “Perfect for Pasta” brought the great taste of Wall’s sausages to the nation’s pasta dishes and was backed by extensive above the line, in-store and digital activity.
