Wall's Blurs The Breakfast Lines With New On The Go Snacks

Wall's, the UK's No.1 sausage roll brand, has introduced a trio of new on-the-go snacks which continue to blur the boundaries of mealtime norms, with quick and convenient breakfast items.

The brand is tapping into the ever increasing trend of having breakfast on the go with its new All Day Breakfast Scotch Egg, All Day Breakfast Jumbo Roll and the All Day Breakfast Slice. All three are designed to be warmed up or eaten cold.

The All Day Breakfast Scotch Egg features a whole boiled egg encased in pork sausagemeat, smoked bacon and tomato, coated with breadcrumbs.

The All Day Breakfast Jumbo Roll is packed with sausage, bacon, egg and beans, all wrapped in puff pastry.

Whilst the All Day Breakfast Slice contains the same ingredients as the Jumbo Roll but in a slice pastry format.

The launch of Wall's breakfast range is set to build on the brand's record sales over the past 52 weeks, growing +49%. It comes as part of its wider strategy to introduce more formats and cater for a wider range of eating occasions, having recently launched into quiche and the food-to-go category.

Jason Manley, Brand Director at Wall's Pastry, which is part of The Compleat Food Group, said: "As a category leading brand, we know we can add real value to Chilled Savoury Pastry and one way to do that is through delivering exceptional food in exciting formats that tap into new occasions.

"Demand for quick, easy but super tasty on the go breakfast solutions is on the rise, and our range offers shoppers a new way to enjoy the Wall's brand, whether that's through twist on our well-loved Jumbo Roll or brand new concepts like the Breakfast Scotch Egg. We know they will be a real hit with shoppers, encouraging more people to buy into the category and offering loyal fans something new."