Convenience retailers can grow their morning sales as Rustlers makes its debut into the breakfast category with All Day Breakfast Sausage Muffin.

With an RRP of £1.50, the launch contains sausage patty in a muffin bun, cheese and tomato ketchup and is available from April.

Adrian Lawlor, Kepak Convenience Foods marketing and business development director, said Kepak’s range helps retailers compete with high street foodservice operators and win footfall from them. 

“We wanted to launch a product that was well established in foodservice and critically that would be competitive with the leading players in the sector – McDonald’s and Greggs,” he said.

The early-morning trade is the most important time of the day for many convenience retailers that can be open earlier than the competition.