Wall's all day breakfast range in packaging

Source: Wall’s

Wall’s is targeting morning occasions with the launch of three new products, including a breakfast scotch egg and jumbo roll.

The trio have been developed to meet increased demand for quick and convenient breakfast options, with more than half of people now eating breakfast on the move, according to Vypr pastry consumption research from August 2023.

The new products are:

  • All Day Breakfast Scotch Egg – an innovative twist on a British classic, Wall’s said it is the first to market breakfast scotch egg and combines a hard-boiled egg, with seasoned pork sausage meat and golden breadcrumbs, complete with smoked bacon and a hint of tomato
  • All Day Breakfast Jumbo Roll – an all-new recipe for Wall’s number one selling Jumbo Sausage Roll. This variant is filled with all the ingredients expected from a traditional full English breakfast, including sausage, bacon, egg, and beans, in Wall’s light puff pastry
  • All Day Breakfast Slice – this contains the same ingredients as the roll in a larger, slice format. It has been designed to be an easy breakfast on-the-go and can be warmed in the microwave or eaten cold

The range is set to build on Wall’s solid performance over the past year with sales up 49% for the 52 weeks to 14 April 2024. It forms part of the brand’s wider strategy to introduce more formats and cater for a wider range of eating occasions, having recently launched into quiche and food-to-go.

“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,” said Jason Manley, brand director at Wall’s Pastry, which is part of The Compleat Food Group.

“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.”

Manley added that the brand hoped they would encourage more people to buy into the category while also offering loyal fans something new.

This is a tactic embraced by several savoury pastry players of late with many launching seasonal or limited-edition products to drive excitement and draw in younger consumers. Breakfast has been a strong theme among recent NPD with Ginsters also recently unveiling a Breakfast Roll while Pukka added an All Day Breakfast Pie to its portfolio.