Wall’s launches ‘heat to eat’ breakfast options

Sausage firm Wall’s has extended its product offering and launched two new breakfast roll options. 

The sausage muffins and bacon baguettes are designed to cater to the convenience market, with consumers able to ‘heat and eat’ in one minute.

The company said that focusing on convenience within the breakfast market was a key priority for Wall’s as it plans to position itself as a major player in the micro snacking category and reignite the chilled foods category. It is hoped that the new launch will drive the growth of the brand by captivating new shoppers looking for a convenient, breakfast solution.

“We want to offer shoppers variety and also help with their increasingly busy lifestyles by offering convenience to those looking for an on-the-go option,” said Jessica Lamb, senior brand manager for Wall’s. “We know that microwave snacking is very popular, but there is still a gap in the market for quality, breakfast options and our new launch aims to fulfil this demand. Sixty percent of shoppers consume food-to-go products at work or home, where they are able to heat products. The demand for increased simplicity means shoppers are keen for solutions that deliver maximum taste with minimum prep time.

“We understand that shoppers are looking for more choice when buying food-to-go, so our new launch offers retailers the chance to provide their shoppers with further hot breakfast options,” continued Lamb. “With the hot food-to-go category growing in line with overall out-of-home growth at 4.8%, this is the perfect opportunity to stock up and support this growth in-store.”

The roll-out will be supported by a marketing campaign across digital, PR and in-store sampling.

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