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03 March 2008

Homepride drives category growth with new range extension

Homepride strengthens its position within Italian cooking sauces by reinvigorating and extending its Pasta Bake range.

One of the nation's best loved brands, Homepride, is set to strengthen its position within Italian cooking sauces by reinvigorating and extending its Pasta Bake range.

A favourite within the Premier Foods portfolio, the brand is expanding its offering with the introduction of three tasty new flavours; Mediterranean Vegetable; Red Pepper and Tomato; and Tomato and Mild Chilli.  

In addition, Homepride Pasta Bake sauces will now feature a Crunch Topping consisting of herb infused bread crumbs - providing the perfect finish to an easy meal suitable for all the family.

Cooking sauces form the back-bone of home-cooking for millions of families and the total category is now worth £521.1m (+6.3%).  Dominating the category are Italian cooking sauces which are growing at 7.0% and are now worth £285.2m. As a result, Homepride's Pasta Bake range experienced a strong sales performance in 2007, with unrivalled growth of 20.1%.

Sue Knight, director of culinary brands at Premier Foods says "Homepride's innovation is a response to the growing demand for convenient and tasty family meals.  Consumers love and trust the Homepride brand and it has a job to do in the category - providing good, honest sauces with quality ingredients that offer value to for money.  In addition, with its enhanced range, Pasta Bake will help to drive category growth by attracting new consumers."

Each 500g jar of the new Pasta Bake with Crunch Topping serves up to 4 people - a great evening meal for all the family.

The range will be launched this month.

3 March 2008



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