Angel Bay's Breakfast Breakthrough
“Appetise provided valuable insights that led to the successful launch of our Breakfast Beef Sausage Patty. This product has resonated with our target market and expanded Angel Bay into a new category without cannibalising existing products. We're thrilled about its potential to become a permanent addition.”
Becky TurnbullMarketing Manager Angel Bay
TLDR
- Angel Bay teamed up with Appetise Insights and spotted a gap in the breakfast market
- The data led to the successful launch of a Breakfast Beef Sausage Patty
- It was a win, driving growth without cutting into existing sales
Introduction
Angel Bay is a market leader in frozen burgers, known for premium quality and a wide range of flavours. Big in New Zealand, Angel Bay has become a go-to for quick, tasty meals. Coming into 2025, they needed a fresh way to keep customers engaged and drive more sales.
Challenge
Simply adding new flavours wasn’t enough to drive real growth. To increase consumption frequency and build brand loyalty, Angel Bay needed to expand into a new meal occasion. Breakfast was the clear opportunity but understanding how to win in that space was the challenge.
Winning with Insights
Angel Bay partnered with Appetise Insights to dive deep into consumer behaviour and meal habits:
Looked at when and how people were eating Angel Bay products.
- Explored the breakfast occasion to see what customers wanted.
- Found new opportunities in overlooked meal times.
- Shared shopper trends to guide product development.
By digging into consumer behaviour and meal habits, gaps were found where Angel Bay could innovate.
Breakfast stood out as a big opportunity, with frozen options seriously lacking. The insights gave Angel Bay a clear path to create a new product that would boost sales and win in a new space.
