5 things you need to know about Muffin Break's hook up with Weight Watchers
Check out the new extended range here.
Muffin Break recently rolled out an extended range of Weight Watchers-approved products.
The revamped ‘deliteful’ range features a wide variety of meal options, including muffins, smoothies, wraps, and tea cakes.
Read the full report here.
Below is a Q&A with John Macphail, Muffin Break National Brand Manager.
QSR Media: Tell us about the new ‘deliteful’ range and what’s special about it.
Macphail: Although famous for muffins, Muffin Break continues to respond to consumers’ demand for healthier alternatives and is the only major bakery-café brand in Australia that offers Weight Watchers-endorsed products.
Joining the existing popular Weight Watchers-endorsed muffin range are fruity fresh smoothies, ‘deliteful’ tea cakes and satisfying wraps that are freshly made on-site in Muffin Break cafés - all fewer than 9 ProPoints values each.
The new range includes:
Smoothies- Mango, Mango and Mixed Berry, Mango and Banana ALL equal to 2 ProPoints values each
Wraps- Chicken Mustard Mayo, Herb Chickpea Pattie & Salad, Tuna Mayo, Turkey & Apple Coleslaw ALL equal to 8 or 9 ProPoints values each
Tea Cakes- Carrot, Banana & Caramel, Mango Orange & White Chocolate ALL equal to 4 or 5 ProPoints values each
Muffin Range- Cranberry & Blueberry, Passionfruit & Pineapple, Chocolate Raspberry, Peach Cinnamon, Chocolate Orange, Raspberry Apple, Strawberry Chocolate ALL equal to 5 or 6 ProPoints values each
QSR Media: What inspired the brand to work with Weight Watchers and come up with the new product range?
Macphail: Muffin Break first started working with Weight Watchers in 2006 when we introduced the first Weight Watchers-endorsed muffins. Since this time, the range has proved so popular with consumers that we decided to extend the relationship between the brands and introduce this new product range.
We are delighted to be offering our customers an even wider range of healthier eating options of some of our favourite products. By introducing this extended range of Weight Watchers-endorsed products, our customers can make more informed decisions about what they wish to eat when visiting us.
QSR Media: How do you think the new range will fare in the market?
Macphail: We believe the new Weight Watchers-endorsed Deliteful range will prove very popular with customers. With a growing societal trend towards living a healthy and balanced lifestyle, we have recognised that our customers sometimes want a healthier choice which doesn’t compromise on taste or experience.
We have responded to consumer demand with this new range and will continue to innovate and ensure our products are best suiting the needs and desires of our customers.
QSR Media: Will the brand be rolling out additional products soon?
Macphail: At this stage there are no concrete plans to add any additional products to this range.
However, the Muffin Break team is continuously undergoing research and development to ensure we are ahead of market trends and offer our customers a range of products that best suit their lifestyle.
QSR Media: How does the brand hope to promote the new range?
Macphail: We will be promoting the new range through a number of different avenues including point-of-sale posters and tray liners, cinema voucher cards, ‘gift with purchase’ giveaways and local area marketing.
We’ll also be promoting the range through Muffin Break’s Facebook page, as well as in Weight Watchers ‘Eat-out’ guide and Weight Watchers magazine.
