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30 August 2017

Bisto breaks into bake in bag sector with new Bisto foil bakes range

- Premier Foods is introducing some tasty innovation under its Bisto brand, aiming to shake up the current consumer perception of baking bags with its Bisto Foil Bakes
- The premium foil baking bag infuses the meat, delivering melt-in-the-mouth midweek meals every time with three simple steps; rub, bake and serve
- Rolling out in-store this month in three delicious flavours, the range uses real herbs and seasonings, 100% natural flavours and no artificial colours

Premier Foods is moving Bisto into a brand new sector with the launch of its Bisto Foil Bakes range, perfect with chicken or fish, and suitable for most meats. Set to offer a more premium option within the bake in bag sector to help drive value growth, each product includes a packet of flavouring mix and a foil bag complete with a steam vent window. This special baking bag differs from existing products on the market and ensures shoppers can create melt-in-the-mouth results every time. With only 7% of the packet mix category considered ‘premium’1, this launch from such a trusted brand unlocks a new opportunity for retailers.

Available in three delicious flavours - Roasted Garlic, Lemon & Herb; Smoky BBQ and Peri Peri - Bisto Foil Bakes is the ideal midweek meal solution for busy families. The convenient product delivers great tasting results in just 25 minutes. The Bisto brand, worth £110m2, is a key growth driver within the flavourings and seasonings category and has proven credentials when it comes to bringing premium products to market with Bisto Best.

Helen Touchais, Brand Director, Flavourings and Seasonings at Premier Foods, comments: “We know from past experience that although shoppers want convenient, easy to use products, they are not willing to compromise on taste and quality. This has led to a desire for premium ranges and we’ve seen success in this area with Bisto Best. Our new Bisto Foil Bakes range comes with a quality foil bag which is fuss free and an ideal way to inject a burst of flavour into midweek meals. Looking at the current landscape of the bake in bag market, we need to offer retailers a solution which shoppers will be willing to pay more for to help accelerate value growth.” 

All three Bisto Foil Bakes flavours can be perfectly paired with chicken, but each box also provides an alternate protein suggestion alongside a serving tip. The mixes are made with real herbs and flavourings, whilst the baking bag window can be peeled back mid cooking to help colour the meat. Rolling out now, the range will carry an MRSP of £1.59.

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