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10 May 2013

Premier Foods adds a little magic with new OXO Shake & Flavour

Premier Foods continues to build investment in Ambient Grocery, leveraging the Oxo brand to bring a touch of magic to the Stocks category, driving growth through the launch the new OXO Shake & Flavour range of seasonings.

Premier Foods continues to build investment in Ambient Grocery, leveraging the Oxo brand to bring a touch of magic to the Stocks category, driving growth through the launch the new OXO Shake & Flavour range of seasonings.

The handy shaker pack is filled with fine seasoning granules that can either be sprinkled into food before or during the cooking process or added as a finishing touch before serving. Oxo Shake & Flavour aims to expand usage occasions within the stocks category and inspire consumers to transform the flavour of more everyday meals by creating flavourful dishes that the family will enjoy. The launch forms part of Premier Foods’ £3.5m investment in OXO, Britain’s favourite stock brand.

Dry stocks, which are delivering +3.7% value growth year on year (YoY) , are a firm favourite for shoppers and are perfect for cooking traditional stock-based meals, such as stews and pies. The total stocks market is worth £116m , with 90% of stock consumers buying dry stocks. However, OXO has recognised an opportunity to expand its range in order to drive relevance to the modern day consumer and every day, quick meal occasions. We know consumers are increasingly time-poor and on a mission for fast solutions, but they equally desire full-flavoured, tasty meals. OXO’s new Shake & Flavour is perfectly positioned to cater for this trend as it can be used to add flavour to a variety of everyday favourites.

Convenience remains a key factor in home cooking and, as a result, shoppers are increasingly demanding versatile products that can create both family favourites and be used to give depth of flavour to otherwise slow cook recipes, while keeping cooking time to a minimum. OXO Shake & Flavour is particularly targeted at younger families where an easy meal solution is a real benefit. 81% of consumers agree that they would like to get more depth of flavour in their everyday meals but current formats of stocks are not always convenient for them . OXO Shake & Flavour has been successfully developed to tackle this barrier to purchase, with 72% of shoppers citing ‘ease and convenience’ as their top likes about the range . Shoppers were twice as likely to use OXO hake & Flavour as a seasoning product rather than a standard stock , demonstrating the incremental sales opportunity for retailers, which equates to an incremental category sales opportunity of £2.4m (2% value growth)  and an estimated retail sales value of £5.1m . OXO Shake & Flavour is available in ‘Rich Beef’, ‘Roasted Chicken’ and ‘Garlic & Herb’ as a 70g pack with an RSP of £1.39.

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Note to editors:
As one of Britain’s largest food producers, Premier Foods is committed to being ‘The Best in British Food’ – 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, Hovis, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 9,000 people operating from over 35 sites from across the country.

 



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