Wall’s, the heritage sausage brand owned by Kerry Foods, is investing in the hot food-to-go category with the launch of two new “heat to eat” breakfast rolls.

Shoppers will be able to heat the Sausage Muffin and Bacon Baguette in one minute in a microwave.

Jessica Lamb, senior brand manager for Wall’s, commented: “We want to offer shop-pers variety and also help with their increasingly busy lifestyles by offering conven-ience to those looking for an on-the-go option. We know that microwave snacking is very popular but there is still a gap in the market for quality, breakfast options and our new launch aims to fulfil this demand. 60% of shoppers consume food-to-go products at work or home, where they are able to heat products. The demand for increased simplicity means that shoppers are keen for solutions that deliver maximum taste with minimum prep time.

“We understand that shoppers are looking for more choice when buying food-to-go, so our new launch offers retailers the chance to provide their shoppers with further hot breakfast options. With the hot food-to-go category growing in line with overall out-of-home growth at 4.8%, this is the perfect opportunity for retailers to stock up and sup-port this growth in store.”

Rolling out from August the new Sausage Muffin and Bacon Baguette will be available in convenience and grocery channels, and will be supported by a marketing campaign spanning digital, PR and in-store sampling.