Morning in the microwave

GINSTERS, the savoury pastry brand,  is expanding its portfolio with the launch of its first microwavable breakfast range. The initial two SKUs – Bacon Roll and Breakfast Wrap – launched into convenience, impulse and forecourt channels late  last month.


The launch will be supported with in-store PoS and merchandising materials. The company also plans to back the new lines with a social media campaign designed to encourage consumers to try the new products.

Ginsters says the breakfast market is currently worth £3.6bn and growing.  Almost one in four  UK adults now purchase breakfast on the go on a weekly basis.

It also says more than a quarter (28%)  of food-to-go purchases are now hot food.

The new Bacon Roll features sweetcure smoke flavoured bacon with tomato sauce in a soft muffin and the new Breakfast Wrap is soft tortilla filled with sausage pattie, egg omelette, cheese, bacon, hash brown and tomato sauce. Both are sold in microwaveable packaging.