Wall’s aims to fill ‘gap in the breakfast market’ with Bacon Baguette and Sausage Muffin

Retailers can drive hot breakfast sales with two new products from Wall’s, which is coming to convenience before it launches in supermarkets.

Available from August 21, Sausage Muffins and Bacon Baguettes have an RRP of £2.29 and come in cases of six.

The product will launch into grocers from October.

Jessica Lamb, Wall’s senior brand manager, told Retail Express: “This is a launch that is geared towards convenience. The microwave snacking category is growing at 3% year on year, but in convenience it is growing at 11%, showing a clear opportunity for that sector.”

The products come with a sachet of tomato ketchup in a plastic wrap on a card tray. The products can be microwaved on the tray.

The launch follows Addo Food Group launching Sausage and Egg and Bacon and Egg Breakfast Twists last year under the Wall’s brand under licence.