This article is part of the 2016 digital feature on breakfast

The fry-up is great British tradition: it offers comfort, hangover relief and a hearty way to start the day. Trouble is, it’s not very portable and with one in 10 breakfasts enjoyed out of the home, the bacon could be left on the breakfast table. So how can this British favourite tap the on-the-go trend? We’ve teamed up with creative agency Path to find out.

Here’s what they came up with…

Squeal

Black pudding is a controversial breakfast item. Made from blood, fat and oatmeal, it’s equally loved as it is hated. Hoping to indulge the lovers, and perhaps win over the haters, Path has created Squeal – a high-protein, iron-rich black pudding ball wrapped in a crispy brown coating for a perfect on-the-go breakfast.

“Black pudding is a real polarising ingredient, it’s definitely the Marmite of breakfasts,” says Tim Bousfield, creative director at Path. But, it ticks a lot of boxes. “Rich in protein and antioxidants, black pudding is the best kept superfood secret.”

Available in three flavours – Classic Original, Lincolnshire Herb and Black Maple Syrup – Squeal consists of three golf ball-sized bites in a plastic tray with cardboard shell. They’d be found in the chiller cabinet, and are pre-cooked, making an ideal grab-and-go breakfast.

“The core audience would be young professional people on the go - those interested in challenging themselves and want real food rather than heavily processed food,” Bousfield adds.

He’s keen to play up Squeal’s unprocessed premium credentials, moving it away from the blokey world of meat snacks. “It’s a premium product. It wouldn’t be aligned with the world of Glisters pasties and Peperami,” he says. “For people to buy into such a challenging product they have to have some level of confidence in its provenance, high-quality ingredients and excellent flavour.”

And what better way to promote a controversial product than with a controversial marketing campaign?

With a tagline like ‘A bloody good breakfast’ it’s sure to get noticed. “A line like that would deliver talk value,” he adds, noting that it would likely generate a lot of activity on social media as a result. “It’s a provocative line as is any piece of English that contains the word blood. By putting ‘bloody’ in normal consumer language you’re dropping an expletive in there – it’s arresting and polarising. The advertising has attitude, is uncompromising and unapologetic.”

And there you have it. It might be a controversial concept, but it’s certainly got balls.

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Path is an awardwinning, independent creative consultancy. We specialise in strategic brand innovation and design. We believe that a brand is more than a logo or a name; it’s the promise of a tangible and emotive journey. We partner with brands to develop, build and execute their whole journey using our strategic thinking, creative conviction and technical insight.

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