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9 MARCH 2019

GUIDE TO...

BREAKFAST

THE GROCER GUIDE TO...

BREAKFAST

CONTENTS

CONTENTS Muller: The yogurt with a little something extra to start the day.................... 2 Analysis: We look at what Brits are waking up to at breakfast........................................ 4 Oomf: The highly popular high-protein company........................................................................................... 7 Ferrero: Offers stress-free breakfast solutions with Nutella.................................................... 8 Kepak Consumer Foods: Rustlers up some great innovations........................................... 10 Mondelēz International: Invites consumers to take the biscuit............................12 New York Bakery: Brings the bagel to the breakfast table.......................................................... 14 This supplement to The Grocer was published by: William Reed Business Media Ltd, Broadfield Park, Crawley, West Sussex RH11 9RT. Tel: 01293 613400. Editor: Johanna Thomson. Designer: Amber Stoddart Printers: St Ives. © William Reed Business Media Ltd.

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ANALYSIS

The breakfast experience is becoming a lot more diverse which is adding an extra boost to sales, Johanna Thomson reports Breakfast is one of the fastest-growing areas of the food market and it is an occasion that is rapidly evolving, both inside and outside the home. Today’s consumer is time-stretched. They want all the taste, variety and health benefits of a meal... but in half the time.

One in four Brits aren’t prepared to spend any longer than two minutes making their breakfast on a weekday, found an exclusive poll of 1,882 breakfasters conducted by Harris Interactive for The Grocer. And a further 25% said their maximum prep time was three to four minutes.

Despite this, 64% agree that breakfast is the most important meal of the day [Nielsen, total coverage, MAT value sales to WE 19.01.19], however, one-in-three people in the UK skip breakfast during the working week [Nielsen, total coverage, MAT value sales to WE 19.01.19].

Melissa Stuart, brand manager for Belvita at Mondelez International says: “Meeting the need for a convenient breakfast is key and our new Soft Bakes range remains true to the concept of convenient breakfast and slow-release carbohydrates that have helped make Belvita the category leader. Soft Bakes directly addresses consumers textual needs, with 59% [BASES Consumer testing April 2014] of consumers showing demand for a soft breakfast item.”

And the breakfast options are changing. Buddha bowls bursting with 4 l 9 March 2019 l www.thegrocer.co.uk

BOWLED edamame, poached eggs and tofu are becoming the new alternatives. The past year has seen a spate of new beneficial breakfast ranges target the elusive millennial market, from superfood smoothie bowls to bircher-style protein pots. So does this suggest traditionally healthy cereals are becoming out of touch with younger shoppers?

Apparently not as porridge is the fastest-growing cereals segment with value up 5.2% and volumes up 6.5%. Oomf founder Andrew Sweeney says: “Traditional cereals still have their place within the market but it definitely helps to have

on-the-go credentials when it comes to the purchasing power of the millennials.

Both health and convenience combined are now king for our younger consumers who are increasingly time poor looking for healthy deskfast options. Consumers love a healthy, quick, easy and slow release morning breakfast and are now recognising porridge as a happy complement to sporty and active lifestyles.

“Oomf protein porridge pots capture all the fundamentals of nutrition, awesome flavour and a speedy prep time of 60 seconds, making it the perfect deskfast solution. With millennials becoming AN ADVERTISING SUPPLEMENT TO THE GROCER

Boorer, customer development director at Ferrero UK & Ireland. “Porridge is being used as the base for a wide range of ‘individual’ breakfasts, allowing people to get creative with different fruits, seeds and other toppings such as Nutella”.

OVER increasingly time poor, the single serve is the perfect deskfast option. Oomf have seen a year-on-year growth in pot sales, expanding its core range instead of looking at alternative, on the go options.”

Ferrero points out that where it was traditionally prepared on the hob, porridge is now available in more formats than ever before, making it more accessible and convenient than ever. “The ease provided by the new formats, such as pouches and individual pots, are bringing new shoppers to the category, while consumers are increasingly seeing how versatile the dish can be,” says Levi AN ADVERTISING SUPPLEMENT TO THE GROCER

One in four Brits ❝ aren’t prepared to spend any longer than two minutes making their breakfast

❞

HEALTHY ALTERNATIVES Health is top of the agenda with Public Health England setting a target of a 20% sugar reduction by 2020. When it comes to breakfast cereal, the presence of healthy ingredients is an important factor for 43% of shoppers, a Streetbees poll for The Grocer has found.

Despite this, health-orientated and functional cereals sales have taken a dip.

Take-home cereal sales are down 0.9% (£13.9m) overall and volumes are flat, but those defined as ‘functional health’ have lost 4.4% (£9.5m) on volumes down 2.7% [Kantar Worldpanel 52 w/e 9 September 2018]. So why is this? It could be partly be due to a change in language. Cues such as ‘low-calorie’ and ‘low-fat’ are no longer taking centre stage. Instead, language such as ‘plant powered’ or ‘natural’ are words that are shorthand for healthy.

Mondelez International market analysis shows that, from a health and wellness perspective, the number one requirement for biscuits specifically designed for breakfast is low-sugar.

Melissa Stuart, brand manager for Belvita at Mondelez International says: “We have continually evolved the Belvita range and kept innovating – the latest example of which includes us adding in a true ‘superfood’ to our Soft Bakes product with the launch of Soft Bakes Blueberry. A 30% less sugar line extension on Belvita will be launched later this year.”

The key thing that people require for an out-of-home breakfast is convenience, so versatile ingredients are essential, especially with many ‘out-of-home’ occasions including people having breakfast at their place of work.

Bread and bakery continues to grow in popularity as a whole but what’s really interesting is the versatility we’re seeing at the fi xture.

Christina Honigfort, head of marketing, New York Bakery Co. says: “Bread itself can be perceived as bor- 6 ❯❯❯ www.thegrocer.co.uk l 9 March 2019 l 5

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ANALYSIS

��� 5 ing. At breakfast time in particular, there are so many options to choose from. We’re calling on consumers to embrace the taste and versatility of bagels, specifically New York Bakery Co. bagels, which are genuinely unique – boiled then baked for a true New York chew.

“For younger generations in particular, bagels are the most consumed bread product at breakfast time. Providing consumers with versatile recipes, ‘better for you’ products, convenient formats and on-trend flavours are all ways that this group can be brought back into the category.”

Levi Boorer, customer development director at Ferrero UK & Ireland says: “We educate consumers on portion size and calories consumption while still giving them a product they love. Nutella recommends a 15g portion size (one heaped teaspoon), which contains 80 calories.

Our packaging carries a visualisation of our 15g portion size (a heaped teaspoon) which is displayed as a lid sticker on our Nutella jars.”

BRINGING BACK THE YOUTH Of the 263 million out-of-home breakfast occasions this year, almost 40% were eaten by 16 to 34-year-olds. So how can the sector tempt this age group back to the breakfast table or is there any point in trying, is it best to give young people what they want?

Chocolate spread is the second fastest-growing spread after peanut butter, with value up 5.9% on volumes up 3.7% [Kantar]. Nutella is up 4.9% on volumes up 1.2%. Levi Boorer, customer development director at Ferrero UK & Ireland says: “The key thing that people require for an out-of-home breakfast is convenience, so versatile ingredients are essential, especially with many ‘out-of-home’ occasions including people having breakfast at their place of work.

“Nutella has that versatility, enabling people to give their breakfast an added flavour either as part of the meal from the start or as a topping added at the office. Consumers of all ages really do love Nutella, with it being regarded as number one in the following areas: ‘Great 6 l 9 March 2019 l www.thegrocer.co.uk

The landscape of ❝ food consumption in the UK is evolving in line with changing consumer lifestyles

❞

taste’, ‘Can be used on more than just toast’ and “Enjoyed by the whole family ”.

“The growth of the ‘Instagramable’ breakfast. The traditional breakfast is evolving, as consumers look for versatile ingredients – such as Nutella – to add a layer of excitement to their morning meal.”

“Nutella is a versatile product, a single portion of 15g can be enjoyed on porridge and pancakes, as well as toast and crumpets without adding any time to the preparation of the meal. Breakfast is the brand’s heartland, we look to inspire consumers via our social channels and recipes on our website.

Less than 12 months since launch, the Rustlers All Day Breakfast Sausage Muffin from Kepak Consumer Foods, which introduced the UK’s top-selling microwavable snack and chilled ready

meal brand to the breakfast occasion, is worth over £6.1m, purchased by almost one million households.

According to Adrian Lawlor, marketing and business development director at Kepak: “The landscape of food consumption in the UK is evolving in line with changing consumer lifestyles. There is an increase in both ‘together time’ eating occasions and ‘eating alone’.”

To stay relevant, brands need to be clear on the occasions their products play in and the need-state they meet.

“One of the core need-states that the Rustlers brand meets is the ‘quick option’. Whilst breakfast at the weekends can be leisurely, our insight tells us there is real time poverty when it comes to breakfast during the week and therefore the “Quick Option” need-state is particularly important. Whilst Quick Hot Breakfast has been well served by the High Street QSR Market, Rustlers entry into this occasion has given retailers a real opportunity to win a share of this,” adds Lawlor.

As for the future, The US National Restaurant Association recently tipped globally inspired breakfasts – like shakshouka – to be the top food trend of 2019.

So breakfast is set to be even more eclectic as the UK embraces new cultures and n food trends.

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OOMF

SALES WITH SOME OOMF DETAILS

Oomf Towngate House 2-8 Parkstone Road Poole, Dorset BH15 2PW sales@oomf-foods.com www.oomf-foods.com KEY CONTACTS

Andrew Sweeney Founder KEY BRANDS

Oomf

AD1.pdf

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Oomf, the highly popular high protein breakfast company, was founded in 2011 by Dorset based brothers Andrew and Robert Sweeney targeting millennials leading progressively busier lifestyles.

They recognised a growing trend of the younger generation wanting to grab their breakfast on the hoof and chucking their ‘deskfast’ in their gym bag on their way to work.

CONSTANT GROWTH Oomf has seen year-on-year growth with its core range of on the go pots. This category continues to be triumphant for the brand especially in outlets such as Tesco Express.

Oomf founder Andrew Sweeney explains: “A large part of the brand’s success came when they decided to open their own manufacturing facility three 28/02/2019 12:05

We ❝ recognised a

growing trend of the younger generation wanting to grab their breakfast on the hoof

❞

years ago with an exciting opportunity to become vertically integrated.

“In a world where it is becoming easier to launch a brand, and be a frontend marketing house, manufacturers are becoming ever increasingly busy and have begun putting their barriers up.

“Having full control of our production line allows us to cut out the middle man, take decisions into our own hands and be more reactive to demands.

“We have the capacity to offer each retailer something different. For example we have created a range of exclusive SKUs for MuscleFood where we launched the Apple Pie and Blueberry Muffin options following the trend of indulgent flavours from the US. “This year promises to be an exciting time for Oomf with the launch of NPD set to add innovation to the category of n 2019.”

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FERRERO

BREAKFAST WITH A BIT EXTRA DETAILS

Ferrero UK Ltd 889 Greenford Road Greenford UB6 0HE UK KEY CONTACTS

Jason Sutherland Sales Director Levi Boorer Customer Development Director KEY BRANDS

Nutella

Breakfast is one of the fastestgrowing areas of the food market, which is rapidly evolving both inside and outside the home. Regardless of where a consumer has their breakfast, a significant part of the demand for breakfast items is driven by convenience. For those taking their breakfast outside of the home, either on the go or at work, they need products that are either easily transportable or can be stored at a workplace.

Those preparing the meal at home, particularly families, are more concerned with the speed and ease with which the meal can be prepared. Busy family mornings require quick solutions that parents can be confident are setting the family up for the day properly, while also looking for versatile ingredients to add a layer of excitement to their breakfast.

Within both elements, the strength of well-loved brands, such as Nutella, continues to drive growth in the category.

Nutella and stress-free mornings go hand in hand, helping shoppers to enhance their breakfast experience while giving them a quick, convenient solution too.

A recommended portion of 15g (a standard teaspoon) is highlighted on every jar of Nutella, which can be added to dishes including toast, pancakes, waffles, crumpets and porridge to transform the dish and give the breakfast an extra flavour.

ALL SOURCES Nielsen Total Coverage we 12.05.18.

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Nutella ❝ and stress-free mornings go hand in hand

❞

KEY OCCASIONS Even though demand for breakfast products remains high all year round, there are certain times of year where consumers place greater focus on the meal, presenting an opportunity for brands to capitalise. Popular, family-orientated occasions, such as Easter and Christmas, often prompt people to spend more on breakfast items as they seek to make the event more special and treat themselves.

Beyond that, less high-profile times of year, including school morning breakfasts, create a natural focus on breakfast.

Currently worth over £68m (Nutella Powerbrand), Nutella remains the category leader within this sector and is well-placed to drive growth around these key occasions. For example with school mornings, where families need to establish a new morning routine, they look for recognised products they know and trust, which enable them to give their breakfast a lift without being time consuming to prepare. Levi Boorer, customer development director at Ferrero, says: “Nutella is a firm family favourite, particularly at breakfast time. There are a handful of occasions during the year when the appeal of the range is at its highest, and we are keen to support our retailers in maximising each of those opportunities.

Regardless of the occasion, our activity always seeks to remind consumers that Nutella and stress-free mornings go hand in hand, while still offering them excellent taste and versatility to suit a wide range of breakfast options and give their n meal a little extra.”

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KEPAK CONSUMER FOODS

RUSTLING UP GREAT SALES DETAILS

Kepak Consumer Foods St George’s Park Kirkham Preston PR4 2DZ T: 01772 688300 www.kepaktrade.co.uk KEY CONTACTS

Angela Daulby UK Group Sales Director Adrian Lawlor Marketing and Business Development Director KEY BRANDS

Rustlers

Less than 12 months since launch, the Rustlers All Day Breakfast Sausage Muffin from Kepak Consumer Foods, which introduced the UK’s topselling microwavable snack and chilled ready meal brand1 to the breakfast occasion, is worth over £6.1m, purchased by almost one million households2.

According to Adrian Lawlor, marketing and business development director at Kepak: “The landscape of food consumption in the UK is evolving in line with changing consumer lifestyles. There is an increase in both ‘together time’ eating occasions and ‘eating alone’.”

To stay relevant, brands need to be clear on the occasions their products play in and the need-state they meet. “One of the core need-states that the Rustlers brand meets is the ‘quick option’. Whilst breakfast at the weekends can be leisurely, our insight tells us there is real time poverty when it comes to breakfast during the week and therefore the ‘Quick Option’ need-state is particularly important. Whilst Quick Hot Breakfast has been well served by the High Street QSR Market, Rustlers entry into this occasion has given retailers a real opportunity to win a share of this,” adds Lawlor.

Rustlers now provides a full category solution for breakfast, lunch and dinner, with a major presence in three of the key shopper missions; food to go, meal for tonight and top up.

The ❝ landscape

of food consumption in the UK is evolving in line with changing consumer lifestyles

❞

SOURCES 1. Nielsen Answers MicroSnacking Module | Total Market | 52 w/e 3 November 2018.

2. Kantar World Panel Burgers | Hot Dogs & Hot Eat Sandwiches: YTD, 52 w/e 30th December 2018.

3. Kepak Shopper Research 4. Kantar Worldpanel | 52 w/e 25th March 2018.

5. Kantar Total Microsnacking market, 52 w/e November 4, 2018.

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KEY OCCASION Breakfast has been quick to establish itself as a key occasion in microsnacking, and is the second largest consumption occasion after lunch, accounting for 13% of all micro-snacking consumption3.

Sales rates are even stronger in convenience, where the Rustlers All Day Breakfast Sausage Muffin accounts for 21% of all micro-snacking occasions, rising to 25% in forecourts, driving footfall and frequency in store3.

“We’re delighted by the response to the All Day Breakfast Sausage Muffin, which has been welcomed by existing Rustlers shoppers, increasing volume per trip, while enabling increased penetration for the brand. It has quickly risen to become one of the most popular SKU’s in the Rustlers’ range,” adds Lawlor.

“As the growth in the market for quick and convenient breakfast options shows no signs of slowing, ‘carried out’ breakfasts grew 9.5% over the last year to 263m occasions4. We’re already looking at new opportunities we can develop to own the breakfast occasion and remain committed to delivering sustained growth through range innovation and wider user appeal,” adds Lawlor.

Rustlers All Day Breakfast Sausage Muffin is also a playing a pivotal role in introducing new consumers to the £120 million micro-snacking category, attracting almost 900,000 shoppers to the category in less than 12 months5.

“The breakfast product is also bringing younger shoppers into the category, overtrading most strongly with shoppers aged under 28. Breakfast also overtrades with pre-families and families with young children, highlighting that our breakfast product provides the convenient, quick and easy solution time-poor consumers are looking for.

“Catering to the growing on-the-go breakfast option is key to satisfying the n busy millennial lifestyle.”

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MONDELĒZ INTERNATIONAL

TAKE THE BISCUIT AT BREAKFAST DETAILS

Mondelēz International UK Cadbury House Uxbridge Business Park Sanderson Road Uxbridge UB8 1DH 0870 600 0699 retailer.services@ mdlz.com KEY CONTACTS

Susan Nash Trade Communications Manager KEY BRANDS

belVita Breakfast SOURCES 1. Nielsen, total coverage, MAT value sales to WE 19.01.19.

2. Engage Research for Mondelēz International U&Q July 2015.

3. Kantar WPO, MAT to WE 31.12.18.

4. Enjoy as part of a balanced breakfast e.g. a portion of belVita breakfast, a fruit, plain dairy product and a drink *belVita breakfast have a high content of slowly digestible starch, which is a slow release carbohydrate. Consumption of foods high in slowly digestible starch raises blood glucose concentration less after a meal compared to foods low in slowly digestible starch.

5. Nielsen, total coverage, MAT value sales to WE 19.01.19.

6. Nielsen, total coverage, Latest 26 weeks value sales to WE 19.01.19.

7. Kantar usage report 2017 – snacking consumption/ Ipsos research 2017.

8. IGD British Grocery Shoppers April 2017.

9. Mondelez/Boston Consultancy group research 2017.

10. 30% less sugar than breakfast biscuits, on average.

11. Nielsen, total coverage, Latest 26 weeks value sales to WE 19.01.19.

Breakfast Biscuits tap into the consumer need for a convenient and tasty way to have breakfast in their ‘timepoor’ daily lives. The UK breakfast biscuit market is worth £81.6m1, and belVita is not only the number one healthy biscuit in the market, worth £75.7m1, but is also now the second biggest biscuit brand overall in the UK1.

“We know that while 64% of us agree that breakfast is the most important meal of the day2, one-in-three people in the UK skip breakfast during the working week 2,” said Melissa Stuart, brand manager for belVita at Mondelez International. This insight is why we created belVita. Breakfast biscuits are key for the morning: there are more than 260 million UK breakfast occasions every week, and 19% of consumers eat biscuits regularly for breakfast2.”

BelVita has a category-leading repeat purchase rate of 61%3. Key to belVita’s continued success is its unique position as the only breakfast biscuit that, thanks to its mix of five wholegrains, delivers slow-release carbohydrates throughout the morning4.

PRODUCT INNOVATION belVita has built upon its category-leading status to continually innovate for the changing breakfast occasion. Soft Bakes were the brand’s most successful innovation since the launch of the belVita brand, going from strength to strength and growing 41% MAT5. The most recent innovation into the Soft Bakes range was Blueberry, launched in July last year.

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❝

A convenient and tasty way to have breakfast

❞

“The launch of belVita Breakfast Soft Bakes Blueberry delivered real innovation to the market, and since launch it has added real sales growth to the category, becoming the second best-selling flavour in the Soft Bakes platform in the last 26 weeks6,” added Stuart.

The brand’s vision is to offer consumers more choice in permissible breakfast snacking. When it comes to snacks, 46% of occasions are chosen for health7 (growing at +7.7%), and 85% of consumers claim they are trying to improve some of their diet to become healthier8.

Mondelez market analysis shows that, from a health and wellness perspective, the number one requirement for biscuits specifically designed for breakfast is lowsugar9. Future developments, such as a 30% less sugar option on belVita10, will be even more relevant to today’s health conscious shoppers and is another step of Mondelez International’s global wellbeing strategy.

The launch of Soft Bakes Blueberry was accompanied by a £3m campaign that included TV ads and product sampling as part of the brand’s ‘Good Mornings’ campaign that ran through 2017 and 2018. The campaign a Your Ticket to a Better Morning helped drive 8% growth n across the belVita brand11."

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NEW YORK BAKERY CO

BAGELS – GETTING BREAKFAST RIGHT DETAILS

New York Bakery Co. 4 Heathrow Boulevard 280 Bath Road West Drayton UB7 0DQ www. newyorkbakeryco.com KEY CONTACTS

Christina Honigfort Head of Marketing KEY BRANDS

New York Bakery Co.

It has long been said that breakfast is the most important meal and according to Kantar World Panel, it is now worth £11.6bn1 and growing yearly. With 19.3 billion occasions annually1 and 78% of the UK now eating breakfast daily2, the right breakfast products are thriving.

As the market grows, so do expectations and consumers now have thousands of breakfast products to choose from. Products which deliver on-trend flavours, quality, versatility, convenience and healthier choices are the most likely to succeed.

Bagels have revolutionised the way that we start the day and as well as appealing to families and professionals, bagels are the number one breakfast bread choice on the go amongst 18-34 year olds3.

Christina Honigfort, head of marketing for The New York Bakery Co. comments: “Consumers are inundated with different products and we are seeing more demand for taste, range, healthy and versatile products. Better than bread of other bakery alternatives, bagels answer these needs perfectly as they can be served in so many ways - they can be enjoyed with healthier toppings or as part of a weekend brunch – an increasingly growing occasion’.

The New York Bakery Co. range boasts an authentic recipe and is the UK’s favourite bagel. Boiled and then stone baked to deliver the soft and chewy texture that is true to New York, the range

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is made with quality ingredients and flavours inspired by the best bakeries, delis and diners in New York.

Bagels ❝ have

revolutionised the way we start our day

❞

SOURCES 1. Kantar World Panel August 2018.

2. Vitafoods Insight 2018.

3. MCA Eating Panel Report 2018.

4. IRI stats 2nd February 2019.

5. Mintel Breakfast Research Breakfast Eating Habits Report.

TRADE-UP Bagels also provide the ideal trade up to toast – their versatility means that they can be eaten simply with butter or a healthy topping to create a ‘better for you’ start to the day.

Honigfort comments: “Consumers are looking for healthier options, as well as vegetarian and vegan products - so it’s important that we educate consumers about the healthy recipes that they can create with our bagels. Our range is Vegan and for those looking for a lighter option, our Bagel Thins have fewer calories and a Soft Seeded variant with higher fibre levels – these are proving to be really popular with sales increasing by 113% in the last year4’.

‘On the go’ consumption is also on the increase with 70% of breakfast eaters preferring to make breakfast at home to save money, according to Mintel5. Honigfort comments: “Consumers are time pressed so breakfast needs to be speedy.

Our bagels can be prepared in minutes and our Thins range even comes presliced. Our range is ideal for on-the-go consumption as bagels can be made at home and carried to the office without compromising on taste and texture.”

The New York Bakery Co. range includes no artificial ingredients and is available in The Original, Cinnamon and Raisin, Sesame, Wholemeal and Red Onion & Chive varieties. The Bagel ‘Thins’ range is available in Original, Cinnamon & Raisin and Soft Seeded varieties.

Honigfort says: “We’re really proud to be the UK’s number one bagel brand with 68% market share4 – bagels are a growing category (17.7% value YoY) and an essential addition to any bread and bakery fixture. Sales are continuing to grow (+6.8% value YoY)4, proving just how much conn sumers love our products.”

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WILLIAM REED BUSINESS MEDIA LTD Broadfield Park, Crawley, West Sussex, RH11 9RT Tel:01293 613400 Fax: 01293 610380 www.thegrocer.co.uk