From:FoodBev

Honey brand Rowse has launched new Snap & Squeeze sachets to tap into the carried-out breakfast market.

The new format, available to retailers from this month, is intended for a younger, busier demographic looking for a natural topping for their porridge, toast or yogurt when away from home. Available in a convenient single-serve 15g sachet, the new Rowse Honey Snap & Squeeze pouch contains 100% pure and natural honey.

The launch will aim to drive incremental growth for the honey category by offering consumers individual portions of honey that snap open cleanly to dispense all the natural honey, with no waste and in a perfectly controlled portion, Rowse said.

Kirstie Jamieson, Rowse Honey marketing director, said: “The launch of Rowse Honey Snap & Squeeze will enable us to drive incremental sales by tapping into a new younger audience that might otherwise avoid honey in their out-of-home breakfast as it can be messy and difficult to control the portion size.

“Consumption of Rowse Honey and porridge is growing rapidly at breakfast, with year-on-year growth of 50% to 36 million occasions. However, honey overall only features in 2.4% of breakfast occasions, so there is a huge opportunity to grow the category.”

Designed by BrandOpus, the packaging features cues to highlight the convenient sachet format. Its vibrant colours, coupled with Rowse Honey’s high brand awareness amongst consumers, will aid standout on shelf, the brand said.

A box of eight 15g sachets will have a recommended retail price of £2.59.