06 May 2013

Batchelors range set for simply "Super" sales

Premier Foods is expanding its iconic Batchelors Super Noodles brand, bringing the Batchelors Pasta ‘n’ Sauce and Savoury Rice ranges under the ‘Super’ heading.

Premier Foods is expanding its iconic Batchelors Super Noodles brand, bringing the Batchelors Pasta ‘n’ Sauce and Savoury Rice ranges under the ‘Super’ heading. Exciting new Super Noodles flavours will also be launching, while the introduction of vibrant new packaging across the range is designed to generate incremental sales for retailers.

Designed to provide quick and tasty solutions for consumers with busy family lives, the Super relaunch is set to drive sales in the £360m Easy Eating category, which is already in growth +7% .

Four exciting new flavours will be added to the Super Noodles range in popular flavours such as, Chicken and Mushroom, Sizzling King Prawn, Peppered Steak and Roast Beef & Onion providing an ideal, quick and convenient light meal or an accompaniment to a bigger meal.

Jon Burton, Brand Director, Batchelors says, “People have busy family lives and are seeking  quick, easy and  tasty  meals that  help them to carry on and  enjoy  their day. Batchelors is a brand that caters for these demands, and now we have a ‘Super’ range that will help shoppers more easily understand that all the products under that heading offer them the same convenience. We are confident the launch will drive frequency of consumption, resulting in incremental sales for retailers.”

New packaging is designed to catch the attention of shoppers’ in-store, engaging them with bright colours  and  food prompts on pack, whilst heavyweight marketing support including TV, consumer PR and in-store activity is set to make the launch front of mind.

Batchelors Super Range will be available from end of May.

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

Notes to Editors:

RRPs:   Super Noodles 74p
Super Rice 74p
Super Pasta ‘n’ Sauces 94p

The Batchelors Super Noodle NEW Flavours:

• Chicken and Mushroom
• Roast Beef & Onion
• Peppered Steak
• Sizzling King Prawn

Savoury Rice is rebranded as Super Rice

Pasta ‘n’ Sauce is rebranded as Super Pasta ‘n’ Sauce

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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