Media

12 June 2012

Batchelors reveals its sensitive side

Pot snacks tend to be a winner with young men, but the Batchelors Deli Box range is now enticing women into the category through a truly innovative product!

Pot snacks tend to be a winner with young men, but the Batchelors Deli Box range is now enticing women into the category through a truly innovative product. The new Deli Box range, which comes in US-style square packaging, has been designed to appeal to female shoppers, who traditionally tend to steer clear of competitor brands like Pot Noodle.

Darryl Curtis, senior brand manager for Batchelors, explains: “Women like the idea of convenient, hot and tasty snacks but don’t want to be seen eating the likes of Pot Noodle, so there is huge potential for pot snacks that are aimed at them.” When the brand team questioned female shoppers about their preferences, they found that women trust the Batchelors brand and want convenient, low-fat meal options. However, packaging was a big issue, as anything presented in round, plastic pots had instant associations with Pot Noodle.

After listening to this feedback, third-party supplier Alexir Packaging worked closely with the Batchelors team to develop groundbreaking cardboard packaging that can hold boiling water. The range is currently being rolled out to retailers and comes in Noodle and Pasta varieties and six flavours Chicken, Barbeque Beef, Mild Curry, Chow Mein, Cheese and Broccoli, and Chicken and Mushroom – all containing less than 2% fat. The seasoning mix is made at Ashford and sent in bulk for packaging. Darryl continued: “We’re always trying to come up with convenient, tasty products that help mums. Deli Boxes are another string to our bow and will help widen the appeal of the brand.”



16 June 2012

Moreton celebrates half a century of Cadbury’s Mini Rolls

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