Weekends: The big breakfast opportunity for food manufacturers

by Rebekah Schouten
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Farm Rich Bakery products
 A big opportunity exists for new breakfast items specifically designed for consumers seeking convenient, yet indulgent, options for weekends.

FAIRPORT, N.Y. — Convenient, on-the-go options have been dominating the breakfast category, as consumers continue to lead fast-paced, busy lives. Most of these offerings are geared toward weekday mornings, when consumers are rushing to work or getting their children to school. But a big opportunity exists for new breakfast items specifically designed for those seeking convenient, yet indulgent, options for weekends.

Safwan Kotwal, Canadean
Safwan Kotwal, analyst at market research firm Canadean

“Focusing purely on weekday breakfast convenience means brands risk leaving money on the table,” said Safwan Kotwal, analyst at market research firm Canadean. “While consumers’ timetables are arguably more flexible during the weekend, busier social lives are creating a new market for convenient, but at the same time indulgent, weekend breakfast products.”

Sixty-three per cent of packaging executives worldwide expect high or moderate demand for on-the-go grocery products during weekend mornings, according to a survey by Canadean. The industry is preparing for this weekend breakfast food demand, and several brands already are debuting innovative new offerings that blend convenience and indulgence.

Farm Rich Bakery products
Farm Rich Bakery breakfast items include pull aparts, donut holes, scones and French toast sticks.

Rich Products Corp. is launching a line of Farm Rich Bakery premium frozen breakfast items, including sausage, egg and cheese pull aparts, donut holes, scones and French toast sticks.

“Breakfast products continue to expand in supermarkets nationwide — and there’s been a need for more convenient, high-quality ‘bake-shop’ products in stores,” said Shannon Gilreath, director of marketing for Farm Rich. “Our new bakery products have broad appeal and give consumers additional options with their morning routines. They’re sweet and savory, easy to stock up on and ready in minutes.”

Breakfast Hero pancake batter, Revolution Foods
Breakfast Hero thaw-and-pour pancake batter requires no added water or mixing.

Revolution Foods is introducing Breakfast Hero, a line of thaw-and-pour pancake batter that requires no added water or mixing. Varieties include original, multigrain and chocolate multigrain.

Kirsten Saenz Tobey, Farm Rich
Kirsten Saenz Tobey, c.i.o. and co-founder of Revolution Foods

“As busy working moms ourselves, we understand the challenges that busy parents face every day, especially when it comes to meal preparation,” said Kirsten Saenz Tobey, chief impact officer and co-founder of Revolution Foods. “We are solving parents’ desire to prepare a home cooked meal within 30 minutes with our culinary-inspired speed scratch solutions. Our new Breakfast Hero line is a healthy alternative to current offerings that require consumers to trade off quality or nutrition for convenience. We simplify meal preparation and enable faster cooking to make parents heroes and help them prepare a home cooked meal, even when they are short on time.”

While Rich Products and Revolution Foods unveiled completely new lines to target weekend breakfasts, Mr. Kotwal said companies should also consider brand and line extensions targeting the weekend breakfast occasion.

“Convenience purely targeted at busy office workers or busy parents on the school run means brands could be excluding themselves from a potentially very profitable weekend market,” Mr. Kotwal said. “Consider diversifying product portfolios to offer new, more convenient products that still provide something special for weekend consumers.” 
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