UK: Premier Foods launches Loyd Grossman lasagne pouches

By Hannah Abdulla | 10 February 2014

Premier Foods has launched a new Loyd Grossman lasagne sauce in a pouch format

Premier Foods has launched a new Loyd Grossman lasagne sauce in a pouch format

Premier Foods plc has added lasagne sauces to its Loyd Grossman cooking sauces line - but has opted for pouch-packaging rather than the conventional jars.

Citing IRI data, the UK food group said lasagne was the third-biggest flavour in the country's cooking sauces category with annual sales of GBP34m (US$56m).

Two new lines will be available in a 380g transparent pouch format, which the UK group said provide "better stand out on shelf" and communicate the brand's "quality and premium flavour positioning". Both variants will be available from the end of the month with a RRP of GBP1.96.

Jon Burton, category marketing director cooking sauces at Premier, said, "For every product innovation, we evaluate which is the most appropriate pack format to enhance usage for shoppers, but also to preserve the qualities of the product. We have found that the pouch locks in the vibrant flavours of the white sauce in particular, retaining the balance with the nutmeg and white pepper. It is also much easier to pour from and adds significant stand-out on shelf."

Premier is looking to revamp its packaging to make its products stand out better. Recently, it changed the packaging on its Sharwood's ethnic cuisine line.

Show the press release

The £53.7m Loyd Grossman brand is introducing two Lasagne sauce pouches to its range – Tomato Sauce For Lasagne and White Sauce For Lasagne, adding an even wider choice of flavours for everyday family meal occasions. 

The launch will also coincide with a packaging refresh across the entire range which further drives the brand’s ‘Vibrant Flavours’ positioning at point of purchase. The key ingredients will be heroed on pack and supported with a more prominent Loyd Grossman logo, with the aim of communicating the brand’s modern and quality positioning whilst also helping shoppers navigate the fixture more easily.

Product Information:

Lasagne is the third biggest flavour within Cooking Sauces worth a significant £34m. The two new flavours from Loyd Grossman aim to capitalise on this success and will be available in a 380g (serves 3-4) transparent pouch format, providing better stand out on shelf and perfectly communicating the brand’s quality and premium flavour positioning. 

Jon Burton, Category Marketing Director Cooking Sauces, comments, “For every product innovation, we evaluate which is the most appropriate pack format to enhance usage for shoppers, but also to preserve the qualities of the product. We have found that the pouch locks in the vibrant flavours of the white sauce in particular, retaining the balance with the nutmeg and white pepper. It is also much easier to pour from and adds significant stand-out on shelf.”

Key product claims

1 of your 5 a day (red sauce)

Easy to pour

All natural ingredients

Flavourful/quality favours

Both variants will be available from 28th February with a RRP of £1.96.

Consumer & Shopper Trends:

The Cooking Sauces category is very important for the busy consumer, but the aisle is very congested and can be frustrating for shoppers. 

“With 94% of UK households buying Cooking Sauces in a year, it is imperative that we continue to innovate with new and exciting flavours that the entire family can enjoy, but we also need to work hard with our retail partners to ensure the fixture is easier to navigate. 

“We recently revamped our Sharwood’s packaging to improve navigation which has really paid dividends - consumer research has demonstrated that stand-out on shelf has significantly improved as a result. We now want to replicate this success across our Loyd Grossman range to further ease the congested nature of the category, whilst exemplifying the premium positioning of the brand,” Burton continues. 

The definition of scratch cooking has also evolved over time. A growing number of consumers are opting for shortcuts, in a bid to reduce the time and cost associated with the complete ‘cooking from scratch’ process. In addition, the use of a cooking sauce to create a family meal is now viewed by many consumers as ‘cooking from scratch’ and the new Lasagne sauces perfectly cater for these trends for convenience. 

Original source: Premier Foods

Sectors: Condiments, dressings & sauces, NPD & innovation, Retail, World foods

Companies: Premier Foods plc

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