Ginsters launches microwaveable breakfast range

Savoury snack brand Ginsters is expanding its portfolio with the launch of its first-ever microwavable breakfast range. The initial two SKUs – Bacon Roll and Breakfast Wrap – will launch into convenience, impulse and forecourt channels on April 22 2015, “bringing Ginsters’ quality British ingredients to breakfast time”, according to the company.

The launch will be supported with in-store PoS and merchandising to showcase the range to busy morning consumers and drive incremental sales for the retailer. In addition, g social media campaign aims to encourage trial and awareness amongst consumers.

The growing breakfast market is currently worth £3.6bn [him! FTG data 2013] with 24% of UK adults now purchase breakfast on the go on a weekly basis. With more than a quarter (28%) of Food to Go purchases now being hot, Ginsters says it has identified an opportunity to tap into this growing trend.                                                                              

The Bacon Roll comprises sweetcure smoke flavoured bacon with tomato sauce in a soft English muffin, while the Breakfast Wrap is soft tortilla filled with sausage pattie, egg omelette, cheese, bacon, hash brown and tomato sauce. Both come in microwaveable packaging for convenience.

Linda Evans, Ginsters’ sales and marketing director comments: “As lifestyles get busier, hectic schedules are impacting our breakfast eating habits with more consumers looking for easy and convenient on the go solutions; as a result the growing Breakfast sector is a huge profit opportunity for retailers to attract new customers and drive incremental sales.

The Breakfast Wrap is available with an RRP of £2.99, and the Bacon Roll with an RRP of £2.49.

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