20 July 2016

Premier Foods cooks up a storm with an array of new cooking sauce category launches

Premier Foods is set to drive growth within the cooking sauces, accompaniments and kits category this July with the introduction of new products from its top performing brands - Sharwood’s, Homepride and Loyd Grossman. The launches will aim to inspire shoppers with new flavours and formats that reflect the latest emerging UK eating trends. 

Yilmaz Erceyes, Brand Director, Cooking Sauces Kits and Accompaniments, Premier Foods comments: “92% of UK households are buying into the cooking sauces category, but younger shoppers are not that excited by what they are seeing on shelves. It is vital that we are constantly looking for ways to innovate and meet consumer needs and by launching inspirational flavours, we will allow shoppers to create the meals they love and have experienced from their best-loved restaurants, takeaways and holidays.

To meet this need, Sharwood’s is bringing an enticing pan-asian ‘World Inspired’ range to shelves alongside new, tasty, microwavable Sharwood’s side dishes that include Saag Aloo, Bombay Potatoes, Chickpea Sabji and Tarka Dahl. The launches will be underpinned by fresh new packaging across the entire range, bringing uniformed yet standout colour to the cooking sauces fixture that will make it easier to shop. The launch will be supported by £2.2m media campaign from October that will keep the Sharwood’s brand front of mind. 

“Our research has also shown that there is an opportunity to attract younger consumers with the flavours from their out of home favourites - 83% of consumers would try a new flavour if it was from a well-known brand”, Erceyes continues. “With the strong heritage and loyalty towards the Sharwood’s brand, it is perfectly positioned to bring new customers to the cooking sauces format and we’re confident that the new flavours will inspire them to experiment with new dishes at home.”  

Loyd Grossman, worth £50m, will also see the addition of two premium ranges to its existing portfolio - Italian Pasta Sauces and Indian Cooking Sauces – in new pack sizes, perfect for smaller households. By offering a sophisticated flavour profile in a smaller format, the new Indian and Italian premium pouch ranges will provide shoppers with a key point of difference from what is currently available.

The range will be supported by a £1.5m TV campaign which will hero the new launches as well as highlight its two person occasion offering. 

Homepride completes the trio of brands to re-energise meal times, with the introduction of two new sauce ranges suited to family meals – a modern Homepride All American Texan Chilli range and wholesome Homepride ‘Extra Veg’ Pasta Bakes. Both launches represent a huge opportunity for retailers to attract new shoppers and offer something different to those who already buy into the brand. Premier Foods’ latest insights highlight that ‘Americana’ cuisine continues to grow at a rapid pace with no signs of slowing in the short to medium term. 

Additionally, as health and wellbeing become more important to shoppers, with more than half looking for products contribute to their five a day, Homepride ‘Extra Veg’ Pasta Bakes will allow consumers a healthier and more that nutritious option from the number one pasta bake brand in the market. 

Homepride is also going live with a new TV campaign in August. Worth £900k, the ad will hero the Homepride All America Sticky range, launched earlier this year. 

18 July 2016

Premier Foods heats up the soup sector with a category first from Batchelors

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