Wall’s puts twist into classic breakfast
Published:  27 April, 2016

Wall’s is catering to the breakfast-to-go market, with the introduction of its Wall’s Breakfast Twist. 

The product is available in two flavours – sausage and egg and bacon and egg – with a filling wrapped within a microwaveable flatbread, which apparently retains its texture when reheated.

The Wall’s Breakfast Twist has been developed to offer something different for the busy, on-the-go consumer who is looking for a satisfying breakfast on the move, said the company.

“Product development and innovation is at the heart of everything we do at Addo,” said Kim Burgess, head of markets at Addo Food Group.

“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.”

The product launch comes after a strategic review carried out by Addo into the role of its brands in the chilled savoury pastry category. Following the review, the Wall’s Savoury Pastry Brands was relaunched earlier this month, using the strapline ‘Trusted Bakers of Feel-Good Favourites’, targeting consumers looking for a ‘feel-good’ savoury option.

“Wall’s pastry products are synonymous with on-the-go consumption; therefore, coupled with the rising trend for eating breakfast on the move, we’re confident that the Wall’s Breakfast Twist is going to prove a big hit with consumers,” added Burgess.

Addo Food Group will invest £2 million this year in a series of above-the-line PR campaigns supporting its brands.

The Wall’s Breakfast Twist is available in the convenience sector with a retail price of £1.69.