It’s the early of sandwich

HARD-WORKING Brits who no longer have time to eat breakfast at home have sparked a morning sandwich sales boom.

In demand | Sandwich. (Image | The Telegraph)
In demand | Sandwich. (Image | The Telegraph)

The shift has created a vast “out of home breakfast” market worth £2.5billion and growing at 6.6 per cent per year.

Breakfast-style sarnies are the fastest-growing area of the UK sandwich market — with ten times the demand for regular varieties.

This hunger has put egg and bacon, BLT and all-day breakfast sandwiches among Brits’ top ten favourite sarnies in the last few years.

To cater for this rapidly-growing market TESCO will become the first UK retailer selling a dedicated breakfast sarnie range from Monday.

Debbie Allwright, sandwich buyer at Tesco, said: “Grabbing a sandwich on the go in lieu of a sit-down breakfast has become the norm for millions of working Brits.

“As a result one in every ten sandwiches we sell nowadays is a breakfast sarnie.

“We believe the British breakfast sandwich market has massive potential and could be one of the biggest untapped food markets — which is why we are launching this new range.

“We’ve spent the last year researching the market and without giving out too much information to our rivals we’ve found that sandwiches with breakfast fillings are popular right into the early afternoon. Just five years ago you would have found one breakfast-styled sandwich in the top 20 — now there are three in the top ten.

“This shows you just how popular they have become.”

A further measure of the popularity of breakfast sarnies comes from the British Sandwich Association which recently polled 3,500 people to find the UK’s favourite sarnie — with BLT coming out on top.

Tesco’s breakfast range will be displayed at the front of its stores. The chain is also set to include other savoury treats including egg Florentine muffin and salami and Emmental croissant.

Marks & Spencer, Tesco and Waitrose have grown increasingly innovative with their sandwiches.

M&S launched its £1 jam sandwich in 2009 before a roast beef sarnie last year.

Tesco brought out a lasagne sandwich in 2010 while Waitrose offered a no-bread sarnie in 2011 with the filling between lettuce leaves.

Article written by Daniel Jones, consumer editor at The Sun, and sub edited by myself.


Originally published in The Sun on Saturday May 25 2013.

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