Heinz has launched a new range of breakfast grab-and-go meals at WHSmith, as part of its first foray into the retail food-on-the-go breakfast category.

The new Heinz Brekkie range comes as a partnership with Lean Kitchen Network (LKN), and will feature All Day Brekkie Wrap, All Day Brekkie Sub and Egg & Bacon Brekkie Wrap, available at over 80 WHSmith locations.

Originally debuted in 2022, Heinz Brekkie launched virtual kitchens across the UK in response to the increasing popularity of on-the-go options by consumers looking for convenient food offerings.

However, its latest launch into WHSmith marks the FMCGs first venture into retail, as Heinz expects to continue to expand its retail offering further into hot eats in retail locations across the UK next year.

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Kraft Heinz food service director Tom Franklin said: “As a company set on leading the future of food, we’re constantly looking for new ways to deliver great taste, quality, and value for our consumers.

“Our ‘Away from Home’ business presents many exciting opportunities to do exactly that by leveraging the Heinz brand to introduce new products and expand our reach in new channels & categories like ‘Food-to-Go’.

“Heinz Brekkie is a great example of this plan in action, and we’re excited to partner with LKN to bring Brekkie to loyal Heinz fans in a convenient, tasty, on-the-go format.”

It is not the first time Heinz has ventured into a new category in recent years. In 2022 Heinz apologised for being “150 years too late” as it unveiled a new pasta sauce range.

The news also follows retailer WHSmith also expanding its food-to-go offerings in recent months, with it in November launching its first ever own-brand Christmas sandwich.