Wall’s is expanding into the £80m hot snacking category with the launch of microwaveable sausage baps and muffins.
The Kerry Foods brand, which already produces chilled pies, pasties and sausage rolls, is moving into similar territory to the likes of Kepak’s Rustlers brand.
From next week, the company will be rolling out its Sausage Bap, which comes with a sachet of ketchup, and Breakfast Muffin, containing sausage, egg and a cheese slice (both rsp: £1.99).
The company said the launch was targeted predominantly at “the working man” and would tap into growing demand for breakfast products that could be eaten out of the home.
“More and more people are struggling to find time to eat at home or prepare their breakfast from scratch,” said Wall’s Pastry brand manager Emma Calder. “This range provides an exciting, innovative solution.”
Marketing activity for the snacks would include PoS, trade show activity and sampling, she added.
Last month, The Grocer’s Focus on Breakfast revealed that Brits had increased their appetite for cooked breakfast foods, with consumption of bacon and eggs up by 3.6% and 0.9%, respectively [Kantar Worldpanel 12 m/e February 2012]. It also showed that health was the least important consideration at breakfast, cited by 26% of consumers compared with practicality (36%) and enjoyment (38%).
Earlier this year, Wall’s launched Perfect for Pasta sausageballs to tap into demand for at-home Italian cuisine.