Media

25 February 2012

Sharwood's set to spice up wrap kits category

Premier Foods, the UK’s number one food manufacturer, is set to turn the cooking sauces category on its head with the launch of six innovative new Sharwood’s Wrap Kits in two of the nation’s favourite cuisines – Indian and Chinese.

Premier Foods, the UK’s number one food manufacturer, is set to turn the cooking sauces category on its head with the launch of six innovative new Sharwood’s Wrap Kits in two of the nation’s favourite cuisines – Indian and Chinese.

The meal kits sector is the fastest growing in the cooking sauces and accompaniments category at + 8.7% , yet with a 6% value share, there is still huge potential to explode the market.  This and the recognition that ‘part home made foods’ will continue to grow in popularity, has inspired Sharwood’s to enter the category with its own twist on Wrap Kits. 

The new range, combines the expertise of the leading brand in Asian cuisine, with a market that will drive significant category growth, and incremental sales. Very strong consumer appeal in both pre and post tasting tests, combined with a fully integrated ATL and in-store campaign are set to make the launch highly successful.

Kelly Davis, Sharwood’s Marketing Controller says, “The new Sharwood’s Wrap Kits are a unique offering that deliver on both taste and quality and have been a massive hit in consumer tests. By expanding wrap meal kits into the popular Indian and Chinese sectors this launch is set to deliver significant incremental sales for retailers.
For consumers who have reduced eating out of home occasions, Meal kits lend themselves to in-home entertaining and give consumers the chance to be creative and turn their hand to a simple form of scratch cooking.”

“Meal kits are a separate shopper mission and as such it is important all kits are merchandised together and given stand out on shelf to highlight how consumers can be creative with their home cooking.”
 
The Sharwood’s Wrap Kits will be available from March with an RSP of £3.29 and will be available in the following flavours  - Tikka, Balti, Sweet Chilli, Hoi Sin, Jalfrezi and Masala.


Ends


For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]

Notes to Editor
• Each kit comprises a sachet of spices, a sachet of salsa or sauce, and a selection of Wraps or Chapatti’s.


As Britain's largest food producer, 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, Batchelor’s, Bisto, Hovis, Loyd Grossman, Mr.Kipling, Oxo and Sharwood’s. The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.


17 February 2012

Rising fuel costs fuelling the rise of the 'Social Scrimper'

Previous article

Brands people love

You'll find one of our much loved brands in 96% of British households.

Our brands

100 years of history

When were Mr. Kipling cakes invented? Where does the name Bisto come from?

Our heritage

Playing our part

Caring for the environment, and building trust in our supply chain.

Our part

Stay up to date by email

Subscribe