More than just toast

WHAT is breakfast without toast? For many people, rushing out to face the day, toast, apparently, is essential. But, according to Allied Bakeries, while toast features in a quarter of all UK breakfasts bread certainly isn’t the only bakery item shoppers buy for breakfast.

Category director Zoe Taphouse said: “While consumers love a slice of toast, families are also seeking out variety as demonstrated by Kingsmill bakery favourites, such as crumpets, pancakes, muffins and waffles, all growing in popularity.

Families are looking for variety at breakfast say the bakery giants and both Kingsmill and Warburtons are reporting growth in sales of crumpets and other bakery items.

“Kingsmill Pancakes and Muffins are the number one brands in their markets.”

 Warburtons says that 43.5% of its products are consumed before noon and, quoting HIM findings, it says  wrapped bakery is the number-one reason consumers visit convenience stores before 9am.

Portfolio lead Emma Billinge said: “In spite of pressures felt by the category across the board, total breakfast is in growth within wrapped bakery.

“We have never rested on our laurels and continually evaluate what  role Warburtons can play in driving category growth, through innovation and investment.”

Billinge added that 47m Warburtons Crumpets were sold last year and continued: “A breakfast fixture, the Warburtons Toastie loaf, sold over 100m units in the last 12 months.”