Breakfast is a major driver of bread and bakery sales in retail, including independent convenience stores, and local retailers’ sales of bread products for this meal occasion are set to continue doing well in 2025. Breakfast has a 40 per cent share of bakery occasions (Kantar), and almost everyone buys bread, which offers a convenient, dependable, nutritious breakfast option.

“In the bread category, the key components of a take-home breakfast offer for independent convenience stores are sliced bread, burger buns and hot dog rolls from well-known and trusted brands like Baker Street,” Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the Baker Street brand. “The bread category has stabilised over the last few years as consumers look to bread products as a simple and affordable way to achieve a healthy balanced diet. At the same time, the cost-of-living crisis has impacted the nation’s shopping habits, and shoppers are likely to go on being cautious with their money and seeking out bakery products, like those from Baker Street, that deliver on interest, quality and value, with the added benefit for retailers and shoppers alike of the Baker Street range’s extended life.” Convenience and taste are key purchase drivers, and products that offer both, such as Baker Street’s sliced bread, burger buns and hot dog rolls, are showing growth.

Traditional sliced loaves remain a key staple for the vast majority of households, due to their versatility and convenience – particularly in the morning when time is limited. At the same time, despite financial pressures, shoppers are still keen to treat themselves well at home, and are investing in brands like Baker Street, that consistently deliver on quality.

“The foremost trend for wholesalers and the retailers they supply to be aware of is that shoppers are continuing to buy bread and bakery for breakfast at scale, making this part of the store very important for local retailers, both in sales terms and as a driver of store traffic,” adds Reynard. “Bread products that offer both convenience and taste are a key purchase generator, as shoppers look for simple and affordable ways to achieve a healthy balanced diet. Traditional sliced loaves remain a key staple for the vast majority of UK households, due to their versatility and convenience – particularly in the morning when time is limited.”

Consumer interest in healthy eating is another trend that’s driving the breakfast opportunity in bakery. It’s also a further contributor to the brand’s growth, and Baker Street’s range of rye breads – Seeded Rye and Rye & Wheat – have benefitted from the growing demand for healthy alternatives.

Two other trends working together to fuel breakfast time appetites are the move to working from home/hybrid working, which means people have more time for extended breakfasts, and the trend for supersize meals, or ‘Americana,’ that has come through from foodservice.

When people have more time for extended breakfasts, and stretching into brunches, Baker Street’s range of Mega Burger Buns and Hot Dog Rolls can be used for a host of tasty breakfast meals, including bacon and egg baps and sausage rolls. Shoppers are increasingly using these bakery staples outside of the traditional ‘burger,’ ‘hotdog’ or ‘BBQ season,’ and Baker Street’s Mega Burger Buns and Jumbo Hot Dog Rolls are particularly important for consumers enjoying extended breakfasts and brunches at home.

“The final trend for wholesalers to appreciate is that attitudes towards extended life products are changing,” says Reynard. “Food waste is a perennial problem for independent convenience stores, but it’s particularly challenging in bakery. It’s also a conversation being had more frequently by shoppers, who are more aware than ever of food waste’s environmental impact. Baker Street offers quality baked goods with an extended shelf-life, catering to the trend for premiumisation without compromising on our commitment as a business to long life products. The Baker Street Rye range’s extended life allows retailers to offer their shoppers a broader range without the concerns around increased wastage, which makes Baker Street a great – and less risky way – to introduce new products.”

Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the St Pierre brand: “9 out of 10 consumers eat breakfast every day (Kantar), making it the UK’s largest meal occasion, and a major opportunity for local retailers, with bakery items being bought by 99.6 per cent of households (Kantar). “For individual stores, making the best of breakfast bakery and morning goods comes down to monitoring sales in the different subcategories; knowing their customers, because every store is different; and stocking the brands and products that shoppers want. Wholesalers can empower retailers to succeed, by stocking a strong selection of products from leading brands like St Pierre.”

Whilst bread has twice the number of ‘eating occasions’ with UK consumers, smart wholesalers and retailers pay attention to where the growth is coming from. Splitting bakery into ‘bakery occasions,’ ‘bread’ and ‘cakes and sweet treats,’ it’s clear that most value growth in bakery is being driven by ‘bakery occasions,’ as in purchases for specific times of day. This is particularly significant because in breakfast, bakery occasions account for 40 per cent of sales (Kantar).

“Despite continuing economic pressures, shoppers are still looking to treat themselves well for breakfast – whether at home or on the move, and retailers can trust the St Pierre range of morning goods, brioche buns and hot dog rolls to deliver affordable indulgence across the board,” adds Reynard. “Furthermore, private label is in decline as shoppers are coming back to brands, making brands like St Pierre even more important to retailers (Kantar). The demand for replicating out of home treats at home still shows no sign of slowing, and this is driving a lot of subsector growth in bakery. In fact, ‘continental’ bakery items have been in the top 3 fastest growing bakery categories since 2019, so for St Pierre, with our French-inspired range, the opportunity is incredibly exciting.”

Splitting out a reliable figure for the size of the on-the-go breakfast occasion in individual stores is difficult, as on-the-go sales in each one depend very much on the retailer’s location and demographic.

The home/hybrid working trend means on some days out of home breakfasts are an important part of the working day for millions of us, but on at home days the same people enjoy an ‘upgraded’ menu with extended breakfasts, including St Pierre’s morning goods and brioche buns and hot dog rolls.

“Hence at St Pierre, we recommend wholesalers help retailers cater to both groups by merchandising our breakfast bakery products on the main bakery fixture, with a further selection of our individually wrapped morning goods by the coffee machine,” says Reynard. “Stocking the right branded bakery products for breakfast is critical. A strong selection of these in these two locations will sell itself. Retailers should focus on the bestselling lines in their store, but to keep people coming back, stores should offer a wide choice so shoppers can try something different next time.”

Fabien Pasquier, Retail Sales Manager, Brioche Pasquier, comments: “Customers are looking for a range of breakfast options when it comes to the first meal of the day. They may be reaching for a quick bite to eat before work or preparing a leisurely weekend breakfast, so for wholesalers, there needs to be a good range of products on offer.

“Brioche Pasquier has a range of products to tick every box for the perfect breakfast. Customers prioritising health and wellbeing can feel reassured that Brioche Pasquier selects only the highest quality ingredients from French wheat to eggs.”

As a French family-owned company, Brioche Pasquier avoids preservatives, unhealthy fats, and artificial colours and flavours. Instead, its breakfast products are given their renowned long-life from ‘levain’. From pain au chocolat to croissants, Brioche Pasquier products have a 29-day shelf life. Convenient for speedy midweek breakfasts but versatile enough to become part of a morning feast, Brioche Pasquier’s range consists of individually wrapped baked goods to ensure a fresh and delicious breakfast every day.

“Simple, versatile and oh so delicious, our products provide the perfect base for to indulge at weekends; transform Brioche Pasquier’s sliced loaf into indulgent French toast or fill croissants with all the essentials – avocado, bacon, eggs, ham etc,” adds Pasquier. “Alternatively, opt for a quick and healthy breakfast, try a brioche roll laden with poached eggs. For a flipping great start to the day, our twin-pack pancakes provide a simple solution during the morning rush. Whether customers choose plain or chocolate chip pancakes, these are delicious on their own or elevated when stacked with oodles of toppings. However, your customers do breakfast, help them do it right with Brioche Pasquier.”

As the UK’s out-of-home (OOH) sector gears up to grow by 2.5% to hit £101 billion this year (Lumina), Lantmännen Unibake’s Americana brand has launched a guide to help operators maximise growth opportunities.

Nearly 60% of UK adults now eat or drink out weekly, averaging 1.6 visits per week with an average spend of £18.06 – a 13% year-on-year increase. This growth in spend can be seen across all dayparts, but it’s breakfast that presents the biggest opportunity for operators with average spend increasing by 33% to £16.35 last year (Lumina).

Research by Americana highlights that for the first meal of the day, operators should keep it classic: crispy bacon (63%), juicy sausage (57%), fried egg (46%), golden hash browns (45%) and earthy mushrooms (25%) are the fillings consumers want in a breakfast bap. Over a third (37%) of breakfast consumers want these ingredients in a soft, buttery brioche bun, following the trend in coffee shops and branded chains.

Notably, 74% of consumers would pay more for a gourmet bun at breakfast, adding £1 to every breakfast served in a gourmet bun, highlighting the revenue opportunity that premium buns provide operators. And with 29% of consumers prioritising value for money when dining out for breakfast, premium options that deliver quality satisfy this demand while boosting revenue.

It’s not only breakfast that is on a growth trajectory. Driven by consumer demand for premium experiences that aren’t available at home, visitation and spend has increased across all three dayparts, extending the opportunity for operators. Lunchtime spend rose by 15% to £17.96 last year, and dinner, which has the largest share of all occasions at 30%, grew by 12% to £26.38.

Additionally, 74% of consumers are happy to pay more for a gourmet bun at lunch, equalling £1.07 more per lunch item in a gourmet bun, and 72% will pay more for a gourmet bun at dinnertime, totalling £1.41 more per dinner item in a gourmet bun. This is evidence that the premiumisation trend within the market remains strong which presents an opportunity for operators to drive sales.

Mel Charles, Customer Category Manager at Americana, comments: “OOH operators have an exciting opportunity to capture increased consumer spend across every mealtime. This is being driven by volume recovery and the consumer desire to spend as pressure on household budgets start to soften. Even as the eating out market returns to more stable growth patterns, value is imperative and is denoted by quality. If an outlet communicates and offers higher quality meals it can command a higher price point that consumers are willing to pay.

“Burgers rank second when it comes to the most popular menu items in the UK (Lumina) and 85% of consumers purchase a burger in the OOH market at least once a month, so it’s easy to see how this approach is driving considerable volume within the market. Outlets are capitalising on this and leveraging the ‘nostalgia’ mega-trend by offering classic menu options like burgers and upgrading them with higher quality ingredients or reimagining them based on global cuisine trends to create a more premium, value-centric offering.”

Georgina Thompson, Head of Marketing for Butters, Spreads & Oils at Saputo Dairy UK, comments: “Butters and spreads remain a staple for the occasion, with the total Butters and Spreads value sales sitting at nearly £1766m (IRI), and Saputo Dairy UK’s sales totalling £190.5m (IRI) across all its butter and spreads brands. These products, such as number one spreads brand Clover (IRI), award-winning Country Life, number one best tasting value spread Utterly Butterly, top-performing dairy-free brand Vitalite (IRI) or versatile Willow are used across many breakfast dishes, especially those including toast or eggs and are essential retail shelf items for wholesalers due to their popularity and requirements in top up or regular shops.”

Nearly half of UK consumers are eating more healthily, but affordability remains a concern as 42% of consumers feel the cost of healthy food impacts their ability to make healthier choices. Retailers need to work hard to target the high costs of healthier foods by stocking wallet-friendly products or trusted and transparent price-marked-packs (PMPs), both of which Saputo offers.

Spread brand Clover, valued at £94m in total market (IRI), is made with buttermilk and with no artificial ingredients to meet the needs of the more conscious consumer. Clover Original 500g is the number 1 spread SKU in both Convenience and Traditional Convenience retail (IRI). Clover spread is also available as a PMP.

“Health can also mean different things for different consumers, so it’s important that retailers stock a breadth of options to cater to different dietary requirements,” adds Thompson. “Vitalite is amongst the top-performing dairy-free spreads (IRI) and contains 75% less saturated fat than butter.”

The hybrid working model means that consumers are balancing the need for convenient breakfast options on office days with the desire for more leisurely breakfasts on working from home days and Saputo’s products play a key role in both scenarios.

For time poor consumers, toast remains an apt option for a quick-fix breakfast, and it is enjoyed by nearly 1 in 5 consumers. It is with simple breakfast offerings like toast where butter is the star of the show and is truly enjoyed for its taste. Country Life is bought by over 10% of UK households (Kantar) and is the breakfast champion for pure indulgence moments.

“With air fryers soaring in popularity across UK households, it’s not surprising to see consumers recreating some of their much-loved breakfast recipes in this nifty appliance on mornings when they have a little more time on their hands,” says Thompson. “Earlier this year, we launched an Air Fryer Pure Oil spray from the makers of Frylight. Busy consumers benefit from its precise oil application thanks to Frylight’s signature spray pump, offering a mess-free and convenient solution while cooking with air fryers at breakfast.”

Kellogg’s Football Camps are back for a second year, in partnership with the English Football League (EFL), Manchester City, and Scottish powerhouses, Celtic and Rangers.

Kellogg’s Football Camps will provide families with more ways to keep their children active over the summer holidays, tapping into Britain’s love for the ‘beautiful game’, and making summer activities more accessible for young football fans across the country.

Parents of children aged 5-15yrs can sign up for a free football camp place this summer through a dedicated on-pack promotion. There are over 30,000 places available across over 70 clubs nationwide.

Kellogg’s Football Camps are fun and inclusive sports sessions for both boys and girls, hosted at football clubs ranging from Grimsby to Glasgow, Manchester to Middlesbrough, and Plymouth to Peterborough. The brand will be supporting its second year of delivering football camps with a series of digital, OOH, on-pack, in-store and PR activity kicking off in April.

New for year two, Kellogg’s has teamed up with sportswear heavyweight, Puma to unveil an exclusive new football shirt. The shirt features Kellogg’s iconic typography and red, green, and yellow Corn Flake box colourways in a striking, dynamic pattern and is the first time Kellogg’s has launched a kit as part of its Football Camps programme.

Anyone who signs up and secures one free camp day will have the chance to win a Kellogg’s X Puma football shirt for free.

Free Camp codes can be found on packs of Kellogg’s Rice Krispies, Coco Pops and Corn Flakes until the end of June 2025, and can be redeemed by scanning the QR code or visiting www.kelloggsfc.com, where consumers will be directed to the brand’s new digital platform, Kellogg’s Town.

They can also enter a prize draw for a chance to win one of four ‘ultimate football experiences’ with partners the EFL, Manchester City, Celtic and Rangers. These experiences range from match day tickets, meet the squad and manager experiences, training ground tours, signed shirts, footballs and more.

Shoppers of Special K, Crunchy Nut, Nutri Grain Bars, and Rice Krispies Squares will also have the chance to score these top-of-the-table football experiences, as part of a ‘win football experiences’ on-pack mechanic.

Impactful POS toolkits will also be available for retailers to help drive consideration and purchase of participating packs for both the ‘Free camp code’ and ‘Win Football Experiences’ mechanics.

This ranges from free standing displays, fully branded with Kellogg’s Football Camps’ key visuals, to eye-catching theatre style displays and depot POS, ensuring that retailers can tap into the excitement of this year’s programme.

There will also be a dedicated ‘text to win’ mechanic for participating packs with wholesalers, with the chance to win up to £5,000 cash and a signed football shirt.

Chris Silcock, UK Managing Director, Kellogg’s comments: “We are so excited to kick-off Kellogg’s Football Camps again, following an amazing first summer last year. These world-class partnerships help us to make a real difference in communities up and down the country, supporting families to keep their children active over the long summer holidays.

“Kellogg’s Football Camps remains a key part of our strategic investment in our iconic cereal brands. For our retail partners, this means unlocking new opportunities as we drive category growth together.”

Susan Nash, Trade Communications Manager at Mondelez International, comments: “belVita is running an exciting promotional competition, giving shoppers the chance to win a trip to Finland – officially named as the Most Positive Place on the Planet. Running until 31st May, across a range of belVita’s leading SKUs, the promotion is the perfect pick me up for shoppers looking for uplifting options in store and seamlessly mirrors belVita’s ‘Positive Energy’ brand identity and messaging, helping consumers find something to look forward to as we kick off a cold and grey new year.”

Shoppers simply purchase any pack from the belVita range and scan the QR code for their chance to win. Four lucky entrants will win a trip to Finland, worth up to £6,500 with a raft of other brilliant instant win prizes up for grabs every day, including 90 wellness days and 1000 £50 cash prizes.

The brand’s Soft Bakes line of products recently introduced non-HFSS recipes on two of its top sellers, Choc Chip and Choco Hazelnut, bringing these flavours in line with the rest of the Soft Bakes range, which includes Blueberry, Filled Strawberry, Red Berries, Filled Apricot and Golden Oats flavours.

Alongside this, belVita has also broadened its non-HFSS portfolio with the introduction of a new recipe across its Baked Bar range under the new name Soft & Crunchy, bringing the bars into the non-HFSS category with its two flavours: Dark Chocolate & Hazelnut and Dark Chocolate & Orange.

belVita Soft & Crunchy looks to tap into the ever-growing shopper desire for healthier options while retaining the same great taste that consumers know and love, catering to both breakfast and snacking on-the-go missions. The new bars contain 50% less saturated fat than alternative adult sweet bars and are high in fibre. The bars have also undergone a fresh packaging redesign to emphasise their credentials and to differentiate the flavours from the rest of the belVita range, helping to improve standout on shelf.

“In times of uncertainty, consumers turn to brands they know and trust as they bring confidence at the point of purchase,” adds Nash. “Cadbury Brunch is a brand that shoppers can rely on, with its great taste and convenient choice credentials (MetrixLab) across its core range, including Choc Chip, Raisin, Bournville and Peanut flavour options, which are ideal for shoppers looking for the iconic taste of Cadbury in their mid-morning snack either at home or on the go.”

Cadbury Brunch has invested in innovation this year with the launch of Cadbury Brunch Light, which comes to market backed by shopper insight to help it cater to a real category demand from consumers for healthier snacking options.

Cadbury Brunch Light is a brand-new non-HFSS range launched to help retailers unlock additional healthier snacking sales from this popular brand and is available in two flavours: Honey & Oat and Orange.

Cadbury Brunch Light follows in the success of the core Cadbury Brunch range, which is the most popular snack in the Cadbury Biscuit range (Nielsen IQ) and Cadbury Brunch Chocolate Chip (Nielsen IQ), which is now the number 1 SKU within healthier biscuits. The new bars aim to cater to the shopper demand for great tasting, healthier innovation at an affordable price from brands they know and trust.

The Cadbury Brunch Light range is non-HFSS and each bar contains fewer than 100 calories. The new range has been incredibly successful since launching, bringing new shoppers into the brand and driving strong incremental sales.

n?kd Marketing Manager, Ash Byrne comments: “Cereal continues to be a popular fixture in independent convenience stores, providing shoppers with a trusted and familiar breakfast option. However, as time-poor consumers look for convenient, no-prep solutions to support their busy lifestyles, cereal bars have emerged as a standout sub-category – offering a portable, fuss-free option that can be enjoyed at home or on-the-go.” “More consumers than ever are prioritising Better For You snacking – including cereal bars – which has grown +14.6% in value sales in the convenience channel over the past year (Circana). This could be a result of more consumers looking for healthier breakfast options.

Growth in Better For You snacking is being fuelled by two key areas: Everyday Nutritious snack bars (+£31m in two years, Circana), which prioritise natural ingredients, and Lifestyle Energy bars (+£13m in two years, Circana), which focus on added protein.

This shows that when it comes to cereal bars, shoppers are prioritising holistic health, taste, and function. The brands winning in this space are those that balance Better For You with bold great-tasting flavours. Shoppers want simple, natural ingredient lists – and if a cereal bar can feel as satisfying as an indulgent treat, while also delivering an added health benefit like protein or fibre, even better.

With consumers busier than ever, protein has become a key growth driver within cereal bars. In convenience, the demand for on-the-go, protein-rich options is soaring, especially among active shoppers – with 63% of convenience shoppers saying they have a very active lifestyle, and 70% considering high protein an important factor when purchasing healthier cereal bars (Savvy Shopper Research).

n?kd. is capitalising on this demand for protein innovation by expanding its range with flavours that combine natural plant-based protein with indulgent taste, including Cocoa Hazelnut, Peanut Butter and Caramel. With demand for protein-packed cereal bars only set to grow, n?kd. offers a 100% natural ingredient alternative to heavily processed, artificially sweetened protein bars – giving consumers a better way to fuel their day.

Bina Edwards, UK Commercial Director, Holie’s, comments: “There is a focus on reducing sugar intake and increasing protein and fibre. It’s hard to find genuinely healthy options for on the go. Products are often packed with sugar or sweeteners.”

Holie’s best-selling product is its Granola Protein Crunch. The company has a larger range in The Netherlands which it will launch in the UK when the country feels ready for it. An exciting product this year is Crunchy Bars which are perfect for on the go.

Holie’s has an exciting 360 marketing plan involving influencers, paid social, organic social and partnering with retailers and wholesalers in the right way to maximise reach.

“To maximise sales, wholesalers need to offer customers Innovative NPD at good prices and ensure these new listings are visible to their customer base with a strong joint business plan between the supplier and distributor, ensuing pricing and visibility are on optimal.

“We ensure we understand wholesalers’ end customers and how we can support in gaining and retaining those listings – POS deliveries, in store samplings etc. We would also always meet the sales teams of the wholesalers to make sure they are on board with the brand, offering incentives for them to win new business for Holie’s.”

TREK Marketing Manager, Alice Boardman, comments: “Breakfast is an important part of the morning for consumers across the UK, offering a prime opportunity to fuel-up for the day ahead. And, with mornings getting busier, demand for convenient options is stronger than ever, both in and out of home.

“Whether it’s a quick bite before the morning commute, post-gym fuel, or something to grab after getting the kids out the door, consumers are looking for breakfast options that satisfy morning hunger, whilst helping them to navigate busy morning routines. Even at home, where hybrid working remains common, shoppers are still looking for easy, no-prep options that deliver on both taste and nutrition. It’s this versatility that’s helping cereal bars perform so strongly – especially in the convenience channel, where the category is up +3.2% (Circana).”

At the same time, shoppers aren’t just looking for speed – they’re prioritising health, too. Over half (53%) say natural ingredients are a top purchase driver (Attest), which has led to Better For You snack bars – which includes Cereal Bars – growing by +£44m over the past two years (Circana). Protein-led Lifestyle Energy bars account for £13m of that growth alone (Circana), as more consumers than ever recognise the power of fuelling up properly first thing.

“For wholesalers, the opportunity is clear: stock up on protein-packed, Better For You cereal bars – like TREK – that deliver on taste, function and convenience,” adds Boardman. “This will give your retail partners the tools they need to win at breakfast and meet the needs of a growing base of busy, health-conscious shoppers.”

Sam Maguire, UK Country Manager at Rude Health, comments: “Cereals and granola continue to lead the breakfast category, with a strong consumer shift towards health-conscious choices and minimally processed, clean-label ingredients.”

In 2005, the brand’s founder identified a gap in the market for low sugar and non-refined cereals, which led to the launch of Rude Health. 18 years on cereals continue to be a signature product for Rude Health.

Consumers are increasingly seeking simple, whole ingredients over ultra-processed options, driving demand for non-UPF alternatives. Rude Health’s one ingredient light cereals range, Spelt Flakes (100% spelt), Puffed Oats (100% oats), and Puffed Brown Rice (100% brown rice), embodies this shift. This commitment to clean-label, minimally processed ingredients is clearly resonating with consumers as Rude Health’s light cereals range is achieving +13.3% value growth and leading this category (Nielsen).

Cereals remains a staple of the breakfast occasion, with granola leading the way in health-conscious choices. Consumers are increasingly prioritising high-fibre, low-sugar options. Rude Health’s approach has always been about balance—sourcing the best whole-food ingredients from where they grow best to craft cereals that deliver on both taste and nutrition. The brand’s Ultimate Granola, for example, is high in fibre and contains just 5.2g of sugar per 100g, significantly lower than the category leader at 17.3g (Nielsen).

Kate Abbotson, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “The ready-to-drink (RTD) chilled coffee category continues to go from strength to strength as a key breakfast choice, worth more than £323m and growing in value and volume in GB (Nielsen), and at the end of 2024, more than a quarter of UK households were purchasing RTD coffee (Kantar).”

And as the nation’s favourite coffee shop brand, Costa Coffee is leading the way, contributing 7.5% of the entire RTD coffee category growth in the last 12 weeks, with growth set to continue (Nielsen). This is thanks to the brand offering a versatile range of drinks to suit different consumer needs all year round, most notably the breakfast occasion, from indulgent Frappés to a Latte range for an everyday pick-me-up and Double Shot for a no-compromise energy boost.

Value also remains a lead motivation for shoppers in convenience (Lumina), followed by the demand for quality and brands (Lumina).

“As such, wholesalers and retailers can meet these shopper needs by stocking market leading brands in a variety of price-marked pack (PMP) formats – including on-the-go and multipacks – to cater to multiple breakfast occasions, offering a point of difference that consumers can’t get in larger stores. Our range of PMP packs includes Costa Coffee Latte and Caramel Latte RTD,” adds Abbotson.

“RTD chilled coffee has predominantly been led by on-the-go sales as it is an easy and convenient option for consumers seeking a pick me up to enjoy on the move in the morning. And with merchandising food and drink together doubling shopper engagement and boosting sales by up to 32% (Connecta), retailers should stock RTD chilled coffee alongside breakfast options so shoppers can grab everything they need to kickstart their day in one go.”

Ewa Moxham, UK Head of Marketing at Yoplait, comments: “Yop is one of the fastest growing brands within convenience, growing value sales +40% (Nielsen). The brand drives 80% of new shoppers into flavoured milk (Nielsen), representing a clear opportunity for retailers to make the most of this. 500g Yop is the perfect on the go solution and should be merchandised in the main drinks chiller alongside other diary drinks. Including Yop in a Meal Deal is a great way to boost sales. Almost half of regular meal deal shoppers said they would buy a yoghurt drink if available (One Pulse).

Petit Filous Drinks dominate the kids’ segment, as Strawberry Drink is the best-seller, with growth of +8.0% year-on-year, highlighting its strong consumer appeal and preference for nutritious, on-the-go options (Nielsen).

Convenience is more important than ever, with parents seeking quick, nutritious options for breakfast for kids. Wildlife Choobs, valued at £3.9 million, is the number one best-selling portable SKU, with Frubes close behind at, a £1.8 million. The success of on-the-go innovations is further highlighted by the Try Me Frozen campaign in 2023, which boosted Frubes sales by attracting 34% more buyers, proving that versatile formats drive engagement and repeat purchases (Nielsen).

 

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