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.
The insights made it clear: a Breakfast Beef Sausage Patty was the perfect fit.
Outcome
The launch was a hit. The Breakfast Beef Sausage Patty quickly became one of Angel Bay’s most successful limited-time offers, with strong potential to become a permanent fixture.
Best of all, it expanded the category without cutting into existing sales. A win for Angel Bay and convenience seeking consumers.
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