WALL’S PASTRY LAUNCH TWO ON-THE-GO OPTIONS FOR HEALTH-CONSCIOUS CONSUMERS

For 2018, Wall’s Pastry, the UK’s leading sausage roll and savoury products brand in the convenience sector[1], has announced two new innovations; Wall’s Sausage Thins and Wall’s Half ‘n’ Half. Wall’s is also launching a widescale marketing campaign to promote and grow the brand’s presence.

 

NEW WALL’S SAUSAGE THINSs thins

To tap into the growing demand for healthier food on-the-go[2], Wall’s is set to target calorie and health-conscious shoppers by offering a ‘thinner’ alternative to the sausage roll, which retains the comforting and familiar association of the traditional snack but with reduced calories and saturated fat.

 

At 70 kcal per thin and with reduced saturated fat, they no longer fall under the ‘red’ traffic light sign of the UK’s Recommended Daily Allowance – which is known to discourage consumer consumption – so will appeal to those who don’t consume sausage rolls, or consume them infrequently, due to health concerns.

 

Wall’s Sausage Thins boast an eye-catching packaging design that features a large window to showcase the thinness of the product and a strong ’70 kcal per Thin’ call out, for optimum stand out on-shelf.

 

NEW WALL’S HALF ‘N’ HALF

Launching alongside Wall’s Sausage Thins, Wall’s new Half ‘n’ Half offer a traditional sausage roll snack in a unique format.

Made with 50% wholemeal flour and 50% white flour, Wall’s Half ‘n’ Half offers consumers a different format that contains all the benefits of wholemeal flour, with no impact on the flavour and eat quality when compared to a traditional sausage roll.

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Michael Holton, Brand Manager at Wall’s Pastry says: “We know that innovation is key for us in driving sales and increasing penetration in untapped markets. With our Wall’s Sausage Thins and Wall’s Half ‘n’ Half, we’re confident that these new launches will help to incrementally increase our market share.”

  

2018 MARKETING CAMPAIGN

The Wall’s brand will be supported by a widescale marketing campaign comprising print, broadcast and outdoor advertising, instore support and an on-pack promotion, starting in June, offering consumers the chance to win a variety of prizes, ranging from days out to cinema tickets. Additionally, Wall’s Helping Hands PR campaign will run again over the course of 2018 supporting community groups across the UK.

 

[1] IRi Marketplace 52w/e 28/01/18

[2] Independent Usage & Attitudes Research, commissioned by Addo Food Group: 2016

Author: kimbarnard

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