02 June 2017

Tasty new additions to iconic Oxo range with first Ready-to-Use option and new Beef Stock Pot

Premier Foods is extending its Oxo portfolio this June with the nationwide launch of a new ready-to-use stock range and the introduction of an Original Beef Stock Pot.

- As the first branded option to market, the ready-to-use range will  help bring even more flavour to modern meals and will be available in three delicious variants: Beef, Chicken and Vegetable  
​- Growth within ambient stock has been driven by wet stock formats1, whilst the concentrated Oxo Stock Pots have also performed well with a third of sales from the range representing additional spend for the category2 

Premier Foods is building on the success of its popular Oxo range with the national roll out of its new ready-to-use stock pouches, the first branded option in the market. Aiming to attract new shoppers to the stock sector and inspiring families to explore a wider repertoire of mid-week meals, Oxo is committed to maximising category growth by encouraging people to trade up.

Using carefully selected ingredients, such as UK-sourced beef and chicken, the new ready-to-use range will be available in three flavours: Rich Farm-Bred Beef, Succulent Free-Range Chicken and Tasty Vegetable. The versatile format can be used across a wide variety of dishes, from soups and casseroles, to curries and risottos – making it less weather dependent than traditional stock.

Helen Touchais, Brand Director for Flavourings and Seasonings at Premier Foods, comments: “At the moment 31% of all dry stock sales are from Oxo Beef cubes1, but it is important we offer a range of formats and flavour blends to suit different needs. Oxo is chosen by more households every year than any other stock brand, but a third of UK households still don’t buy stock at all2. This leaves plenty of room for retailers to drive additional sales.”

The brand is also extending its Stock Pots range with the addition of Original Beef flavour, bringing the beloved classic cube to an even more convenient format. Worth £5.5m in under two years3, Oxo Stock Pots has an 18.7% repeat purchase rate4  which demonstrates the strong appetite for the product. The range extension will continue to cement Oxo’s popularity with consumers looking for quick flavour solutions.

Touchais continues: “The key to growing the stock sector is to bring in new shoppers and increase spend among existing buyers; we’re confident the new ready-to-use range and Stock Pot extension from such an iconic brand will help retailers to do both.”

The latest additions to the Oxo range will be supported by the brand returning on TV from October with the new Oxo family who first hit screens last year. The ready-to-use stock will be available in 320ml pouches with an MRSP of £1.99, whilst the Original Beef Stock Pot will carry an MRSP of £1.45.

1 IRI & Kantar Worldpanel, 52 w/e 11th October 2016
2 Kantar, 52 w/e Nov 2014,  Dry Stock Cubes, Total In Home/Carried Out Consumption
1 IRI, data to October 2016
2 Kantar , 52 w/e 23rd April 2017
3 SIG Grocery Outlets, 22nd April 2017
4 Kantar, 52 w/e Nov 2014,  Dry Stock Cubes, Total In Home/Carried Out Consumption

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