Wall’s Full of Filling range rejuvenates snacking market

walls-pastry-range_whitePhenomenal sales of Wall’s new Full of Filling pastry range have rocketed it to the number two brand position in the impulse market, just ten weeks after its launch in February.

Ideally positioned to take full advantage of the growing consumer demand for satisfying, quality snacks, the new range currently holds a 14% value share of the impulse market and is worth £5.9m.

Launched after extensive consumer research showing that over 30% of meals would be consumed out of home by 2010, the new range aimed to inject some much needed quality into the impulse market using Wall’s trusted meat credentials.

Valerie Kubala, Wall’s Pastry Senior Brand Manager says: “Our research showed that while over 90% of households purchased pastry products, most didn’t buy them regularly because they were considered poor quality and not good value for money – until now!

“Our amazing success proves that there was a gap in the market for a high quality pastry snack product.”

Supported at launch by a £2m marketing campaign, the Full of Filling range is being further boosted from August by a heavyweight sampling campaign which aims to reach 600,000 target consumers at 12 music, sports and automotive events.

The Full of Filling range comprises: Sausage Roll, two pasties (Large Cornish; Onion and Cheese); five slices (Ham and Cheese; Chicken and Mushroom; Peppered Steak; Chicken and Bacon slice; Chicken Tikka), three pork pies (Individual Pork Pie; Individual Pork and Pickle Pie; Two Snack Pork Pies) and one Scotch Egg.

The traditional ‘butcher’s’ brown paper packaging reinforces the quality message with a clear window which allows the product to be seen; a packaging concept preferred by consumers.

The Full of Filling range is available in the convenience sector.

Stores wishing to stock the product range should contact the Direct to Store helpline on 0800 121 4688.