McVitie's Cake Company is extending its breakfast offering with a range of Mini Croissants to replicate the resurgent sales success of its Toasting Waffles.

McVitie's Mini Croissants, available from next month, consist of two variants, with chocolate or strawberry jam. The products (rsp: £1.19 per pack of seven) can be eaten straight from the pack and can also be oven-heated in five minutes. They will join McVitie's five-year-old Toasting Waffles range on shelf, sales of which rose 46.5% to £5.2m in the past year [TNS 52w/e 22 March].

"McVitie's Mini Croissants offer customers a quick and convenient breakfast option and also work as an all-day snack, or could be included in lunchboxes," said marketing controller Mike Benton.

The launch will be supported with a £300,000 push, including trade press, posters and sampling throughout next month.