Rustlers, the £111.6m*1 chilled ready meals brand from Kepak, is expanding its breakfast offering with the launch of an All Day Breakfast Pancake Stack.

The new chilled breakfast product (RRP £2, case size 4) features three buttermilk pancakes, served with a sachet of maple syrup style sauce.

The All Day Breakfast Pancake Stack will be rolling out this month across Tesco and Iceland stores, ahead of Co-op next month. This latest innovation sees the brand enter the morning goods category, currently experiencing 11% YoY growth.

“Breakfast is a staple occasion seeing long-term growth*3, with consumption dominated by a small number of core products. Performance of the category is in part driven by morning goods, including breakfast pastries, bagels and pancakes – which alone are experiencing 23% growth*2,” says Elaine Rothballer, Head of Marketing Consumer Brands at Kepak.

“When we look at the competitor landscape for pancakes within retail, there is an ambient multi-serve dominance, which presents an opportunity for a chilled convenient offering similar to the well-established variants in QSR.

“Research shows the All Day Breakfast Pancake Stack performs very strongly on appearance, taste, aroma and texture. The new product also fares competitively against baked goods and desserts, giving our retail partners an opportunity to win footfall from QSRs.”

The All Day Breakfast Pancake Stack joins Rustlers’ existing breakfast range, comprising the All Day Breakfast Sausage Muffin (£11.5m*4), and the All Day Breakfast Double Sausage Muffin Cook in Box launched last year. 

Sources
1: Nielsen Total Micro-Snacking, Total Coverage including Discounters Panel Data, 52 WE 4th September 2021.
2: Kantar Usage Panel Data / Total IH+CO Breakfast, Morning Goods Sub Categories at Breakfast / 52 w/e May 2021

3: Kantar Usage Panel Data / Total IH+CO / 52 w/e May 2021

4: Nielsen, Micro-Snacking, 52 &12 WE 27th November 2021

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