Toast Me! to turn up heat in convenience sector

tillmansTillman’s Toast Me!, the innovative toastable meat snack that has recently popped up in the frozen aisles of the multiples, is now gearing up for its first launch into the UK’s convenience store sector.

The straight-from-the-freezer toastable snack is rolling out in Budgens and Londis stores this month.

The convenient snack product is available in the Chicken Toast Me! and the innovative Bacon & Egg Breakfast Toast Me! variants.
Covered in a golden breadcrumb coating, the snacks are created using only the highest-quality ingredients and can be heated to readiness from frozen in a couple of minutes. The Chicken Toast Me! is created using 100% chicken breast fillet, while the Bacon & Egg Breakfast Toast Me! is made using 100% back bacon. Toast Me! is produced entirely without flavour enhancers, colourings or preservatives and no additional fat is required for preparation.

The UK launch of Toast Me! is being supported by a comprehensive TV advertising, social media and PR campaign. The TV adverts, which first aired in October, feature lovable new character Vinnie the Hunger Monster and were on small screens until the end of November, appearing between high-profile ITV1 and ITV2 programmes such as X Factor, Harry Hill’s TV Burp and Loose Women.

Known as Tillman’s Toasty in Germany, the snack product took one and a half years to develop and is the brainchild of Tillman’s Fleisch & Convenience GmbH, a subsidiary company of B + C Tönnies GmbH & Co. KG. Founded in 1971, the €4 billion Tönnies Group of companies is Germany’s market leader in pig meat processing and pre-packed meat.

All Tillman’s production processes are completely in-line – from slaughter to final product, the whole process takes place under the one roof and only the highest-quality raw materials are used. Tönnies provides the raw materials and, in the same plant, the product is created and packed.

Due to the patented production process of Toast Me!, the toaster stays as clean as if a normal slice of bread was being toasted and keeps its shape without any fat escaping. From frozen, the product can be prepared in an impressive single toasting.

Michael Ebeling, marketing director of Tönnies, said: “We are delighted to see Tillman’s Toast Me! launch into the dynamic UK market. We are keen to build on the success of this innovative product in the German market and look forward to expanding our presence in the important convenience store market.”

Tillman’s Toast Me! hit Musgrave stores around the UK in November with an RRP of £1.49 per pack of two.

The launch of Tillman’s in the UK is being managed by ZMI Commercial Director Jon Gymer.

• A Tillman’s Toast Me! is as big as a normal slice of bread for toasting and weighs 70g

• A Tillman’s Toast Me! pack contains two pieces of toasty individually wrapped in foil

• Tillman’s Toast Me! can be stored deep frozen (under -18°C) for at least six months

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