Heinz enters the breakfast market with a convenient grab-and-go meal at WHSmith, marking a new direction for the company.
- Partnering with Lean Kitchen Network, Heinz introduces the ‘Brekkie’ range.
- The ‘Brekkie’ range includes options like All Day Brekkie Wrap and Egg & Bacon Brekkie Wrap.
- Available at over 80 WHSmith locations, Heinz expands its market reach.
- This initiative is part of Heinz’s strategy to innovate and cater to convenience-seeking consumers.
Heinz makes a significant leap into the breakfast segment by introducing a line of grab-and-go meals at WHSmith, in partnership with Lean Kitchen Network (LKN). This venture features the ‘Brekkie’ range, which offers options such as the All Day Brekkie Wrap, All Day Brekkie Sub, and Egg & Bacon Brekkie Wrap. These products are now available across more than 80 WHSmith stores, marking Heinz’s initial foray into the retail food sector.
The concept of Heinz Brekkie initially appeared in 2022 with virtual kitchens across the UK. This move was in response to the growing consumer demand for convenient on-the-go food options. By launching at WHSmith, Heinz positions itself to expand its retail presence and explore new opportunities within the hot eats category in retail outlets nationwide by next year.
Tom Franklin, Kraft Heinz’s Food Service Director, remarked on the company’s vision: “As a company set on leading the future of food, we’re constantly looking for new ways to deliver great taste, quality, and value for our consumers.” Franklin highlights the ‘Away from Home’ business model as a promising avenue for innovation and market expansion. This partnership with LKN reflects Heinz’s commitment to offering convenience through its trusted brand.
This is not Heinz’s first initiative into new product categories. In 2022, the brand ventured into pasta sauces, humorously admitting to being “150 years too late.” Additionally, WHSmith itself is focusing on broadening its food-to-go offerings, as demonstrated by the recent launch of their first own-brand Christmas sandwich. Heinz aligns its strategy with WHSmith’s direction of catering to the dynamic demands of today’s consumers.
Heinz’s entry into the breakfast sector with WHSmith signifies its strategic commitment to innovation and consumer convenience.
