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

The launch will be supported with in-store POS and merchandising to showcase Ginsters’ breakfast range to busy morning consumers and drive incremental sales for the retailer. In addition, a humorous and engaging social media campaign will encourage trial and awareness among consumers.

Tapping into the love of traditional English breakfasts, the Bacon Roll comprises sweetcure smoke flavoured bacon with tomato sauce in a soft English muffin while the Breakfast Wrap is soft tortilla filled with sausage pattie, egg omelette, cheese, bacon, hash brown and tomato sauce. Both come in microwaveable packaging for ultimate convenience.

Linda Evans, sales and marketing director commented: “As lifestyles get busier, hectic schedules are impacting our breakfast eating habits with more consumers looking for easy and convenient on the go solutions; as a result the growing Breakfast sector is a huge profit opportunity for retailers to attract new customers and drive incremental sales. The new Ginsters Breakfast range offers a quality “microwave eat hot” solution from a trusted brand, known for its quality, responsible sourcing and provenance.”

The Breakfast Wrap is available with an RRP of £2.99, and the Bacon Roll with an RRP of £2.49.

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