Wall’s Pastry launches new all day breakfast range

Leading sausage roll brand Wall’s is targeting breakfast occasions with the launch of its first to market All Day Breakfast Scotch Egg, alongside a new All Day Breakfast Jumbo Roll and All Day Breakfast Slice.

The trio, available now through the convenience channel, has been developed to meet the increased demand for quick and convenient breakfast options, with more than half of people now eating breakfast on the move [Vypr, Aug 23].

The All Day Breakfast Scotch Egg is an innovative twist on a British classic. The first to market breakfast Scotch egg combines a hard-boiled egg, with seasoned pork sausage meat and golden breadcrumbs, complete with smoked bacon and a hint of tomato.

The All Day Breakfast Jumbo Roll is an all-new recipe for Wall’s no.1 selling Jumbo Sausage Roll. Filled with all the delicious ingredients you can expect from a traditional full English breakfast, including sausage, bacon, egg and beans, it offers shoppers a full breakfast wrapped up in Wall’s signature light puff pastry.

Wall’s is also launching the All Day Breakfast Slice, which includes the same ingredients as the Roll in a larger, slice format. The slice has been designed to be an easy breakfast on-the-go and can be warmed in the microwave or eaten cold.

The launch of Wall’s breakfast range is set to build on the brand’s record sales over the past 52 weeks, growing 49 per cent [IRI 52 w/e 14.04.24]. It comes as part of its wider strategy to introduce more formats and cater for a wider range of eating occasions, having recently launched into quiche and the food-to-go category.

“As a category leading brand, we know we can add real value to Chilled Savoury Pastry and one way to do that is through delivering exceptional food in exciting formats that tap into new occasions,” Jason Manley, brand director at Wall’s Pastry, which is part of The Compleat Food Group, said.

“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 that’s through twist on our well-loved Jumbo Roll or brand new concepts like the Breakfast Scotch Egg. We know they will be a real hit with shoppers, encouraging more people to buy into the category and offering loyal fans something new.”