Ginsters has launched its two inaugural products of its first ever microwavable breakfast range for the convenience, impulse and forecourt channels.
Launching this month, its new bacon roll and breakfast wrap have a recommended retail price of £2.49 and £2.99 respectively, and combine “Ginsters’ quality British ingredients” with microwave convenience. The bacon roll comprises “sweetcure smoke flavoured bacon with tomato sauce in a soft English muffin”, while the breakfast wrap features a “soft tortilla filled with sausage pattie, egg omelette, cheese, bacon, hash brown and tomato sauce”, the brand said.
Their launch will be supported by an in-store point-of-sale (POS) and merchandising campaign aimed at busy morning consumers, designed to drive incremental sales for retailers. Ginsters will also engage in “a humorous and engaging social media campaign” to improve trial purchase and awareness among consumers.
The UK-based company claimed that there was room for growth for convenient products within the £3.6bn UK breakfast market.
Ginsters sales and marketing director Linda Evans said: “As lifestyles get busier, hectic schedules are impacting our breakfast eating habits with more consumers looking for easy and convenient on-the-go solutions; as a result the growing breakfast sector is a huge profit opportunity for retailers to attract new customers and drive incremental sales. The new Ginsters Breakfast range offers a quality ‘microwave eat hot’ solution from a trusted brand, known for its quality, responsible sourcing and provenance.
“To maximise profitability, the new Ginsters Breakfast range should be merchandised in the chilled fresh sandwich fixture, close to the in-store microwave with clear POS sited in front of the product. Offering the range as part of a meal deal with coffee – the key breakfast driver – will help drive up-weighted morning spend.”
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