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26 February 2008

Crosse & Blackwell character pasta relaunch

Premier Foods is re-launching Crosse & Blackwell children's character pasta range under the exciting new label ‘4 Kids'.

Premier Foods, the UK's No.1 food manufacturer, is re-launching its Crosse & Blackwell children's character pasta range under the exciting new label ‘4 Kids'.

Worth £7m, the character pasta market consists of a plethora of canned pasta shapes sold under a variety of kids licences.  Premier Foods own nearly half of all character pasta SKUs and by consolidating and rebranding the range, it aims to create a point of difference and drive growth in the sector.

The children's character pasta market currently suffers from negative health perceptions. However, Premier Foods have sought to address these with a more adult-friendly positioning that clearly communicates the nutritional benefits of these products.  The ‘4 Kids' range contains no artificial additives, no colourings, wholewheat pasta and is low in sugar and fat.

Consistent yellow packaging will add a commonality to the current Premier Foods character pasta range, representing a step forward in terms of the market approach. Licences will be retained but their presence will be toned down significantly on pack.  For maximum impact and focus, the range will be consolidated to eight SKUs.

Targeted at mums with children aged five and under, the relaunch will underpin character pasta's position as an affordable, convenient meal choice. The range features an improved recipe and two SKUs will feature sausages to offer variety. It will also feature a product shot to make the can contents clear to consumers.

Rob Stacey, marketing manager for Branston, says, "This move represents an evolution of the category, reassuring consumers on health issues and moving away from fully licenced products directly targeting kids. Consistent branding and packaging will also deliver a united look to the range and help address customer confusion at point of purchase. This relaunch will revitalise the category, positioning kids' canned pasta as a viable, nutritionally-balanced choice."

Premier Foods will also be employing tower pack dispensing units, holding 12 cans, to create a further point of difference from other brands. RSP is 34p for a 213g can.

26 February 2008



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