Warburtons has launched new Toasting Muffins this month, and is encouraging retailers to take advantage of the cold weather by offering them to consumers.
The muffins will be available in packs of four, and can be marketed as an alternative breakfast food. They have been gently forked around the middle, so can tear in two with ease.
Muffins currently have a 12.5% share of the traditional breakfast sector, and the category is growing by 8.6% year-on-year in value terms, according to research by AC Nielsen (52 w/e 31.10.09).
The launch will be supported by a media campaign, as well as consumer sampling and couponing activity.

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