01 May 2015

Premier Foods adds Pan Melts to its Loyd Grossman range with Pioneering NPD for the category

Loyd Grossman is adding vibrant flavour to its existing portfilio with the launch of brand new Pan Melts. 

The new Pan Melts have been designed to add vibrant flavours to simple meat and fish dishes, using a concentration of the finest quality indgreients in a quick and convenient format. The range will be made up of four, Italian-inspired new flavours: Wild Mushroom and Creamy Mascarpone; Basil, Crushed Basil, Garlic and Rich Parmesan; Sun Dried Tomato and Creamy Ricotta; and, Mediterrenean Tomato, Sweet Red Pepper, and Smoky Paprika.
The Italian cooking sauces and accompaniments category is worth £322 million[1] and is currently the go-to cuisine for the Loyd Grossman brand’s target consumer. Its target consumer is experimental in the kitchen, yet too busy to cook from scratch, so seeks a convenient solution that will still deliver on flavour. Research has revealed that within this core target audience, 219 million meat and fish occasions currently do not contain a sauce, providing the Loyd Grossman brand the perfect opportunity to provide a sauce solution to over 50% of this core audience and indeed 50% of total meat and fish occasion, therefore driving incremental sales to the category.
The new range is made with finest combination of real Italian ingredients, meaning the Melts are packed full of strong and tasty flavours that deliver an authentic Italian taste. The new melt technology allows the brand to add new dairy based flavours to the category, delivering a high quality taste, such as: creamy mascarpone cheese, smooth ricotta and rich parmesan.
The new flavours are extremely versatile and can be added to a variety of chicken, meat or  fish dishes. They will also bring new people into the category by serving the 1-2 person evening meal occasion and by encouraging younger shoppers to explore the category by exciting them with relevant flavours and formats.
Yilmaz Erceyes, Brand Director for Cooking Sauces at Premier Foods, comments: “We believe there is a massive opportunity to drive usage in the category by providing consumers a convenient way to add vibrant flavours to dishes. The new Loyd Grossman Pan Melts are perfectly portioned, convenient and quick to use but also deliver a premium taste, which is often lacking in this category. Using our expertise, we are pioneering a completely new platform in the cooking sauces and accompaniments category, with the opportunity to extend the range into many other cuisines and usages in the future. One pot provides all the flavour you need for one meal. Convenient to have in the cupboard, they take up little space and are ideal for a variety of meal occassions.”
Easy to use, portionable, with no waste, each pack contains two 38g pots, with each melt serving one portion. Merchanised in single facing retail packs, with five packs per case, they are ideal for grocery, wholesale and impulse channels. The launch will be supported with ATL, press, in-store activation which will all raise awareness of the new product and educate and inspire shoppers on how to use it across meal different occasions.
The new Loyd Grossman Pan Melts will be retailed with a MSSP of £1.69.
- Ends -
For more information, please contact Natasha Sharma or Charlotte Sylvester at Cirkle on 01494 731750 or at [email protected]
Note 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.
[1] IRI outlets 52 w/e 21ST March 2015 Value and Volume Sales Italian Cooking Sauces and Accompaniments 

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