01 January 2015

Loyd Grossman ‘Gets Flavour’ with the launch of Traditional Sauces

Loyd Grossman, worth £54m[1], is introducing a new premium range of pour over sauces to its portfolio, bringing vibrant flavours to the traditional segment of cooking sauces.

[1] IRI, All outlets, Value Sales, 52 w/e 01.11.14, Cooking Sauces Only

Launching this month, the flavours will include Creamy Parmesan & Cheddar, White Wine & Parsley, Creamy Peppercorn & Brandy and Wholegrain Mustard & Tarragon, allowing shoppers to add a twist to their favourite traditional recipes.  
Product Information:
As shoppers are now continuously looking for more modern, relevant formats, the ready to use range from Loyd Grossman will create a premium offering focussing heavily on premium tastes and flavours.  Available in 170g pouches, the sauces will entice and inspire shoppers with meal cues on-pack and create stand-out on shelf to perfectly communicate the brand’s quality and premium flavour positioning.
Libby Newcombe, Head of Innovation, Premier Foods, comments: “Traditional dishes are in fashion with the rise of traditional and gastro inspired restaurants and pubs and we want to translate this into category growth by making it easy to create these traditional dishes at home. The Loyd Grossman Pour Over range addresses the challenges that consumers previously experienced in terms of identifying a way of making a British favourite in a fraction of the time. The result is that we will attract new and more shoppers to this part of the category. We continuously look for ways to push culinary boundaries with Loyd Grossman and the new range adds a sophisticated flavour to meals in a fraction of the time.”
Loyd Grossman Pour Over range will be available from 26th January with a RRP of £1.49.
Consumer & Shopper Trends:
The Cooking Sauces category is very important to the busy consumer, but the aisle can be frustrating for shoppers.
The ‘Modern Foodie’ likes to cook however they lack the time needed to create flavoursome dishes on a daily basis. They continuously like to try new products when they receive recommendations from friends and family.
The definition of scratch cooking has also evolved over time. A growing number of consumers are opting for shortcuts in a bid to reduce the time and cost associated with the complete ‘cooking from scratch’ process. The new Loyd Grossman Pour Over sauces perfectly aids convenience by being microwavable friendly and ready in just 45 seconds.  
- Ends -
For more information, please contact Natasha Sharma or Amy Searle at Cirkle on 01494 731750 or at [email protected]
Notes 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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