Breakfast opportunity in Wall’s eyes with trio of new products | Product news

Wall’s is targeting morning occasions with the launch of three new products, including a breakfast Scotch egg and a giant dinner roll.

The trio was developed to meet the growing demand for quick and convenient breakfast options, with more than half of people now eating breakfast on the go, according to a Vypr Pastry Consumption Study from August 2023.

The new products are:

• All Day Breakfast Scotch Egg – an innovative take on a British classic, Wall’s said it was the first to market a Scotch egg for breakfast and combines a hard-boiled egg, seasoned pork sausage meat and golden breadcrumbs, all accompanied by smoked bacon and a hint of tomato
• Giant All Day Breakfast Roll – a brand new recipe for Wall’s best-selling giant sausage roll. This variation is filled with all the ingredients expected of a traditional full English breakfast, including sausage, bacon, eggs and beans, in a light Wall’s puff pastry.
• All Day Breakfast Slice – this has the same ingredients as the roll in a larger slice format. It was designed to be an easy on-the-go breakfast and can be reheated in the microwave or eaten cold.

The range is expected to build on Wall’s strong performance over the past year, with sales up 49% in the 52 weeks to April 14, 2024. It is part of the brand’s wider strategy to to introduce more formats and cater to a wider range of dining occasions. having recently branched out into quiche and takeaways.

“As a leading brand in its category, we know we can add real value to refrigerated savory pastry and one way to do this is to offer exceptional dishes in exciting formats that adapt to new occasions” , said Jason Manley, brand director at Wall’s Pastry, part of the Compleat Food Group.

“Demand for quick, easy but super tasty on-the-go breakfast solutions is on the rise, and our range offers shoppers a new way to enjoy the Wall’s brand, whether by revisiting our much-loved Jumbo Roll or introducing brand new concepts like the Scottish breakfast egg.

Manley added that the brand hopes to encourage more people to shop in the category while offering loyal fans something new.

This is a tactic adopted recently by several players in the savory pastry sector, many of them launching seasonal or limited edition products to generate enthusiasm and attract young consumers. Breakfast has been a strong theme at recent NPDs, with Ginsters also recently revealing a breakfast spread while Pukka added an all-day breakfast pie to its portfolio.