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.