Ginsters launches microwaveable breakfast range

Ginsters bacon roll and breakfast wrap

Ginsters is expanding its portfolio with the launch of its first ever microwavable breakfast range. The initial two SKUs – Bacon Roll and Breakfast Wrap – will launch into convenience, impulse and forecourt channels on April 22nd.

The launch will be supported with in-store POS and merchandising to showcase the range. In addition, a social media campaign will attempt to encourage trial and awareness amongst consumers.

The Bacon Roll (rrp £2.49) comprises sweetcure smoke-flavoured bacon with tomato sauce in a soft English muffin while the Breakfast Wrap (£2.99) is soft tortilla filled with sausage pattie, egg omelette, cheese, bacon, hash brown and tomato sauce. Both come in microwaveable packaging for convenience.

Linda Evans, Sales & Marketing Director, sees the growing Breakfast sector as a huge profit opportunity for retailers to attract new customers and drive incremental sales. She commented: “The new Ginsters Breakfast range offers a quality “microwave eat hot” solution from a trusted brand, known for its quality, responsible sourcing and provenance.”

On driving sales Evans added: “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.”