01 April 2015

Batchelors launches catergory boosting trio

Batchelors will be adding incremental sales to the Instant Soup, Instant Noodle and Pot Snacks sectors with the introduction of a brand new product – Batchelors Mugfull, a new Limited Edition Super Noodles variant and strengthened Deli Box range. 

The brand is launching the new Batchelors Mugfull range of low fat, filling soups containing rice, noodles or pasta, whilst simultaneously unveiling improved recipes across the existing portfolio of its popular Deli Box line-up. The brand also will be adding a Limited Edition flavour - Steak & Ale Pie - to its popular Super Noodles range. All three initiatives will be launching across grocery, wholesale and impulse channels from April 2015.
Jess Ali, Brand Director for Batchelors, comments; “This is an exciting time for the Batchelors brand, with three new launches to offer our customers. Each one has been designed to suit our core consumers and reflects our continued commitment to delivering quality products that provide shoppers with great tasting flavours. All three products will drive new shoppers to the category through exciting innovation and by reinvigorating current lines.”
Batchelors Mugfull
Batchelors Mugfull is a new range of low fat, filling soups bursting with either rice, noodles or pasta. The new quick and convenient instant soup format will be available in a variety of well-known popular flavours, which have been designed to appeal to all tastes; Chicken and Mushroom Noodles, Bolognese Flavour Pasta, Tikka Flavour Rice and Chilli Con Carne Flavour Rice. All recipes within the range are MSG free, low in salt with less than 2% fat and provide consumers with a tasty lunch alternative that is ready in only five minutes. The new Mugfull range is easy to prepare, comprising of individual sachets of dry rice, noodles or pasta mixed with a flavoursome seasoning; shoppers simply need to empty a sachet, add boiling water and stir.
“Batchelors Mugfull provides a more exciting lunchtime alternative to a sandwich or thin soup, with a tasty lunch that is hot, quick, filling and most importantly, low in fat.”
Super Noodle Steak & Ale Pie
Launching similtaneously, Batchelors is rolling out the first Limited Edition variant of its popular Super Noodles range, Steak & Ale Pie.
“The Instant Block Noodle category is currently lacking innovation and offering new varieties drives incremental sales. We chose Steak & Ale Pie as a Limited Edition Flavour because our research uncovered that our target consumers crave great British flavours inspired by traditional pub lunches. We are incredibly excited to be launching the first of a rolling Limited Edition strategy to the category and can’t wait to see how it performs,” continues Ali.
Batchelors Deli Box
Rounding off the trio of launches, Batchelors has upgraded its popular Deli Box range. Batchelors Deli Box has enjoyed very strong sales growth since its launch because its distinctive ‘New York Deli’ style packaging and broad range of flavours has allowed it to uniquely attract mums. The products will now contain thicker and more noodles in order to give shoppers a more satisfying and filling eat. The packaging will also benefit from a more modern pack design featuring an added flash announcing that the products now contain ‘Bigger Flavour, Bigger Noodles’.
“In order to continue improving the quality and taste of our products, we have invested time and money into making sure Deli Box is the best product to suit the needs of our consumers. The new noodles and flavour scored significantly better than the current product on flavour, texture and noodles, exceeding expectations for the consumers who tested the new recipe,” concludes Ali.
  • Batchelors Deli Box will remain available in all existing flavours with an RRP of £1.19
  • Batchelors Mugfull will carry an RRP of 80p, with an offer of three packets for £2
  • Batchelors Limited Edition Steak & Ale Pie Super Noodles will carry an RRP of £0.81
- Ends -
For more information, please contact Natasha Sharma or Charlotte Sylvester at Cirkle on 01494 731750 or at [email protected]
Note to editors:
As one of Britain's largest food producers, Premier Foods is committed to delivering the taste the British love, with food that's made in Britain by people who understand British consumers. We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 4,000 people operating from 13 sites from across the country.

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