Heinz has announced its introduction into the breakfast market through a strategic partnership with WHSmith, launching a new range of grab-and-go meals.
In a bid to capture the growing demand for on-the-go meal options, Heinz has unveiled its new breakfast range at over 80 WHSmith locations. The move signifies Heinz’s first major step into the retail food-on-the-go breakfast segment in the United Kingdom. The collaboration introduces items such as the All Day Brekkie Wrap, All Day Brekkie Sub, and Egg & Bacon Brekkie Wrap, catering to consumers seeking convenient meal solutions.
According to Tom Franklin, Heinz’s Food Service Director, the company’s “Away from Home” business strategy is key to expanding its reach across new channels and categories. He emphasises the commitment to delivering excellent taste and quality, leveraging Heinz’s brand recognition. “Heinz Brekkie,” he notes, reflects the company’s innovative approach to meet consumer demands in a rapidly evolving market.
This initiative is not Heinz’s first attempt at diversification. In 2022, the company made headlines by launching a new pasta sauce range, acknowledging the delayed entry into that category. The recent partnership with WHSmith aligns with the latter’s efforts to broaden its food-to-go offerings, highlighted by the release of its own-brand Christmas sandwich in November.
The initiative reflects a synergy where both entities benefit—Heinz by entering a new market segment and WHSmith by enriching its product variety. With the UK market showing a clear shift towards convenience and mobility in food consumption, this partnership aligns well with ongoing consumer trends. Therefore, Heinz anticipates further expansion into hot food items in retail stores next year.
The collaboration between Heinz and WHSmith marks a significant development in the retail food-on-the-go sector, highlighting both companies’ adaptability and commitment to meeting the evolving demands of consumers.
