Soul Origin expands breakfast menu with new buns, wraps

The new range is driven by market insights and global food trends.

Soul Origin has recently unveiled a new breakfast range featuring two buns and two wraps, accompanied by a free coffee offer for loyalty members. This strategic move aims to capture the crucial morning hours in the QSR industry, according to Adam Neill, Chief Operating Officer at Soul Origin.

"Breakfast has always been an important part of the day for us, and being able to earn the morning hours is critical for the broader QSR industry, and our breakfast has been driven by serving our customers great coffee," said Neill. He emphasised that the decision to expand the breakfast menu was rooted in extensive market and consumer-led research, which revealed opportunities to meet customer needs more effectively.

Starting June 13, consumers can avail of the new Gourmet Brekkie Bun, Schnitty Brekkie Bun, Gourmet Brekkie Wrap, Haloumi & Veggie Brekkie Wrap.

Addressing changes in breakfast consumption patterns, Neill noted, "Certainly nutritious and taste will always remain the pillar. However, having something that's substantial and being able to eat on the run is trying to be where we've got the balance, and ensuring that we've got those really strong flavour bursts with the products that we've developed is critical." 

Looking ahead, Soul Origin has several exciting innovations in the pipeline. "There's a rejuvenation of our salad range, coupled with some salads that we're working on for a spring and summer period. We've got an additional NPD (new product development) range with our bread ranges that will be rolling out shortly, and obviously, that will be coupled with the continued development of our great ice drinks range," Neill shared.

Considering the diverse cultural backgrounds of its customers, Soul Origin also plans to introduce region-specific menu innovations. Neill elaborated, "What we try to do is look at what's happening in the global food trends and flavour profiles, and select particular ingredients out of those, and then make it the Soul Origin way.”