Premier Foods has launched a new range of Oxo herb blends for cooking

Premier Foods has launched a new range of Oxo herb blends for cooking

Premier Foods plc is set to take on Unilever with the launch of a flavourings and seasonings pot line under its Oxo brand.

The Oxo Herbs & More pots launch in supermarkets across the UK this August. The lines include Lemon & Thyme, Roast Garlic and Parsley and Rosemary & Red Wine.

The 20g pots contains no artificial colours or flavours, it is suitable for vegetarians and contains no MSGs. The RRP for each pot is GBP1.45 (US$2.48).

"Shoppers are increasingly time-poor and on a mission for convenient solutions, but they also desire full-flavoured, tasty meals," said Helen Touchais, Premier's flavourings and seasonings category marketing director, said.

Earlier this year, Unilever took its Knorr Stock Pot line into the UK herbs and spices category with the launch of Knorr Flavour Pots.

Show the press release

Premier Foods is continuing its investment within the Flavourings & Seasonings category this August with the launch of a range of versatile flavour pots called Oxo Herbs & More.

The perfectly paired 20g pots of fresh flavours will be available in; Lemon & Thyme, Rosemary & Thyme, Roast Garlic & Parsley, Rosemary & Red Wine and Tarragon & Chive

The launch will be supported with a £4m marketing campaign including TV, cinema, sampling, digital, in-store support and PR throughout the first year of launch.

Overview:

Premier Foods is set to continue its investment within the £455m Flavourings & Seasonings category this August with the launch of Oxo Herbs & More. The versatile flavour pots are made with herbs and flavourings and will be available in perfect pairings of; Lemon & Thyme, Rosemary & Thyme, Roast Garlic & Parsley, Rosemary & Red Wine flavours and Tarragon & Chive, offering mums ‘The Magic Touch' to turn everyday meals into flavoursome, family favourites. A full integrated £4m marketing campaign later in the year will include TV, cinema, sampling, digital, in-store support and PR.

Product Information:
New Oxo Herbs & More offers consumers convenient, versatile and cost-effective ways to add well balanced flavours into their everyday dishes, without having to buy and prepare all those extra ingredients.

Oxo Herbs & More has the following attributes:

No artificial colours or flavours
Suitable for Vegetarians
No MSG
RRP £1.45

"Shoppers are increasingly time-poor and on a mission for convenient solutions, but they also desire full-flavoured, tasty meals. The launch of Oxo Herbs & More is set to reignite Mums' enthusiasm and passion for cooking by allowing them to add simple yet flavourful twists to everyday dishes, whilst also saving them time and hassle, by replacing the need to buy numerous ingredients to achieve the same results," comments Helen Touchais, Flavourings & Seasonings Category Marketing Director.

"We are placing strong investment and category leading advertising behind the launch this year, increasing awareness, excitement and trial to ensure we maximise the incremental sales and usage occasions for the flavourings and seasonings category."

Launch Support Package:
The launch will be supported by a big burst of activity throughout 2014, including shopper marketing, TV, cinema, in-store, sampling, digital and PR. Perfectly timed to tap into consumers' mid-week meals needs. The campaign aims to drive awareness and trial by emotionally connecting with shoppers.

Category/Shopper Trends:
As mums' daily routines become ever-increasingly busy, making meals for the family is becoming harder. Oxo has recognised and responded to this insight by expanding its range to include Oxo Herbs & More, which helps mums to conveniently add delicious flavours to everyday meals. Flavourings & Seasonings is currently worth £455 and stocks are experiencing 15% growth. The total sector is worth £117.5m.

Original source: Premier Foods