Baker Street increases waffles’ pack size to appeal to busy families

Baker Street is relaunching its popular waffles in a new pack size to appeal to busy families looking for breakfast alternatives and convenient snack products. The waffles have changed from a six pack to an eight pack and are twin-wrapped for freshness and convenience. Available from 7th January, the new pack has an RSP of £1.35 and has listings with Nisa, Spar, Booker, Bestway, Amazon, Ocado and more.

Like the rest of the Baker Street range, the waffles are cleverly packed, so they stay fresher for longer and have a guaranteed 35+ day shelf life to fit with today’s hectic lifestyle, as well as help retailers and consumers reduce food waste. The relaunched waffles are expected to appeal to busy families looking for quick and easy breakfast alternatives. Already one of the top three breakfast categories, the breakfast alternatives category enjoyed year-on-year growth in 2018 with the total breakfast market now valued at £11.6 billion.

Jeremy Gilboy comments: “We know the new Baker Street waffles will be a family favourite but they also tap into the trend of trading up breakfast choices. Consumers, particularly a younger demographic, will top waffles with other breakfast items like bacon and maple syrup for a meal worthy of posting on Instagram.”

The Waffles relaunch is part of a £500K investment that Carrs Foods International has made into its Baker Street brand. The investment encompasses NPD, new branding, packaging and marketing support for the range, which includes 18 different bakery products with a retail value of over £14m.