Media

01 February 2008

Squeeze the best sales out of Hartley's

Premier Foods launches two exciting new Squeezy jam ranges - Hartley's Smooth and Hartley's Best.

Premier Foods, the UK's number one food manufacturer, enhances its range of Hartley's jams with the launch of two exciting new Squeezy jam ranges - Hartley's Smooth and Hartley's Best.

Consolidating Hartley's position as the UK's best selling jam brand by creating innovation in the category, the Squeezy formats are expected to add incremental sales to the jam category which is worth £88.6m in total (+4% MAT).  In addition, Squeezy will create new usage occasions and attract younger consumers to the sector.

Consumer insight has shown that many children don't like ‘bits' in their food and Hartley's Smooth Squeezy is a great solution for families and kids that like their jam ‘bits-free'.  Ideal for use in desserts or porridge, the new product will encourage increased consumption.  Available in child-friendly flavours of Strawberry and Blackcurrant & Apple, Smooth Squeezy carries the distinctive green Hartley's cap, contains 20% less sugar than Hartley's Best and has an rsp of £1.39 for 330g.

Hartley's Best Squeezy is real jam with fruit pieces.  Available in best selling flavours of Raspberry and Strawberry, this premium offering will appeal to families wanting jam in a more convenient and modern format.  With its distinctive bottle shape and a silver/grey cap for synergies with the Hartley's Best jar, Best Squeezy will be available in 340g packs, with an rsp of £1.49. Both Hartley's Smooth Squeezy and Best Squeezy will be available across grocery, convenience and wholesale/cash & carry sectors from March.

David Atkinson, general manager for sweet spreads at Premier says: "Hartley's new Squeezy formats represent real innovation for the jam category and show great alignment with current consumer demand for convenience.  The Squeezy packs are specifically designed for convenient and easy use, whilst retaining the quality consumers expect from Hartley's jam.

1 February 2008



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