Cranberry & Orange Breakfast Bread, which is available now from Morrisons, comes in packs containing four flatbreads (rsp: 99p).
The new breads are suitable for toasting and can be eaten on their own, with butter or topped with a preserve or fruit as a "tasty twist to traditional toast", according to the company.
They would cater for consumers who wanted "more adventurous breakfast alternatives", said European marketing director Ian Job.
"By extending our successful range and providing consumers with an exciting, indulgent and convenient new breakfast option we are creating a strong growth opportunity for retailers to grow their bakery sales," he said.
Separately, Mission Foods Deli wrap range [four variants] was rolled out into Sainsbury's this week.