Addo to enter breakfast category

Addo Food Group will enter the breakfast category for the first time this month (April), with the introduction of a new on-the-go product, the Wall’s Breakfast Twist.

The Wall’s Breakfast Twist will be available from Addo in two flavours - sausage & egg, and bacon & egg. The filling is wrapped in a microwavable flatbread, which retains its texture when re-heated. 

Research by Addo found that 59% of consumers eat breakfast out of home, but many stated that they felt their options were limited when looking for a high protein breakfast.

The company said: “The Wall’s Breakfast Twist has been developed to appeal to the busy, on-the-go consumer who is looking for a filling and satisfying breakfast option, which eats fantastically either hot or cold.”

The Wall’s Savoury Pastry Brand was relaunched earlier this month (April) under the strapline ‘Trusted Bakers of Feel-Good Favourites’.

Kim Burgess, head of markets at Addo, said: “The launch of the Wall’s Breakfast Twist is just one of the new and exciting products that we’re going to bring to market this year.”

This year, Addo will invest £2m in a series of PR campaigns to support its brands. A press advertising campaign will run during May and June to support the Wall’s brand, and a sampling tour will visit country shows, supermarkets, high streets and iconic landmarks across the UK.

The Wall’s Breakfast Twist will be available from mid-April in the convenience channel, with an RRP of £1.69.

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