01 February 2015

Sharwood’s set to ‘stir’ things up with the launch of Stir Fry Melts

Sharwood’s, the UK’s number one Asian brand (IRI supermarkets 52 we 25 Jan 15 CSK&A value), is set to drive incremental sales in to the cooking sauces category and more specifically the stir fry sauces sector this March with the launch of Sharwood’s Stir Fry Melts.

The new product will offer all you need to enjoy a great tasting stir fry by concentrating all the flavour of a sauce into a little pot, for a light and flavoursome coating. Available in four flavours; Sweet Chilli, Spicy Szechuan, Chow Mein and Sweet & Sour, adding flavour to stir fry dishes couldn’t be simpler. The launch will be supported by a £1.4m TV advertising campaign as well as PR activity to drive trial and awareness.
Helen Warren-Piper, Marketing Director, Grocery, comments: “Sharwood’s Stir Fry Melts are an exciting way for consumers to add flavour to their stir fries - one little melt releases mouth-watering aromas and flavours whilst keeping the veg crispy for a delicious meal every time.”
“There were 46 million homemade stir fry occasions last year, however 50% of meals didn’t contain a bought sauce[1] due to the current offering leaving meals too saucy for this lighter meal occasion,” continues Warren-Piper. “We see Sharwood’s Stir Fry Melts as a way to bring those who don’t currently use a sauce into the category, as our melts deliver a light coating that is packed full of flavour.”
Product Information
Sharwood’s Stir Fry Melts are all consumers need to add excitement and flavour to their stir fry without the hassle of having to add any further seasonings or sauces. The melts contain all of the flavour of a jar of sauce however this new concentrated format truly does mean that less is more, leaving dishes with a flavour packed coating
  • RRP £1.59
Consumer trends and Category insights
50% of consumers shy away from the use of any sauce with their stir fry because it leaves their stir fry dishes too wet.
Merchandising Advice
Merchandising the range within the stir fry sauces aisle is highly recommended as the new product and packaging format will cause maximum disruption.
- 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] Kantar Worldpanel Usage, 52 w/e Sept 2014, Total In Home/Carried Out Consumption

01 March 2015

Sharwood’s to add excitement to the pot snacks sector with premium offering

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