UK: Premier rolls out Oxo seasoning shakers
Premier said Oxo seasonings can help consumers add flavour to quick meals
UK food group Premier Foods plc has added a line of seasoning shakers to its range of products under culinary brand Oxo.
Premier said sales of Oxo dry stocks, the brand's core line, are up almost 4% year-on-year but it had spotted an opportunity to expand to appeal to demand for "every day, quick meal occasions".
It said: "We know consumers are increasingly time-poor and on a mission for fast solutions, but they equally desire full-flavoured, tasty meals. Oxo's new Shake & Flavour is perfectly positioned to cater for this trend as it can be used to add flavour to a variety of everyday favourites."
The seasonings are available in three flavours - rich beef, roasted chicken and garlic and herb - as a 70g pack with an RSP of GBP1.39 (US$2.13).
Two years ago, Premier launched a "squeezy" concentrated paste of its Oxo stock.
PREMIER FOODS ADDS A LITTLE MAGIC WITH NEW OXO SHAKE & FLAVOUR
Premier Foods continues to build investment in Ambient Grocery, leveraging the OXO brand to bring a touch of magic to the Stocks category, driving growth through the launch the new OXO Shake & Flavour range of seasonings.
The handy shaker pack is filled with fine seasoning granules that can either be sprinkled into food before or during the cooking process or added as a finishing touch before serving. Oxo Shake & Flavour aims to expand usage occasions within the stocks category and inspire consumers to transform the flavour of more everyday meals by creating flavourful dishes that the family will enjoy. The launch forms part of Premier Foods’ £3.5m investment in OXO, Britain’s favourite stock brand.
Dry stocks, which are delivering +3.7% value growth year on year (YoY), are a firm favourite for shoppers and are perfect for cooking traditional stock-based meals, such as stews and pies. The total stocks market is worth £116m, with 90% of stock consumers buying dry stocks. However, OXO has recognised an opportunity to expand its range in order to drive relevance to the modern day consumer and every day, quick meal occasions. We know consumers are increasingly time-poor and on a mission for fast solutions, but they equally desire full-flavoured, tasty meals. OXO’s new Shake & Flavour is perfectly positioned to cater for this trend as it can be used to add flavour to a variety of everyday favourites.
Convenience remains a key factor in home cooking and, as a result, shoppers are increasingly demanding versatile products that can create both family favourites and be used to give depth of flavour to otherwise slow cook recipes, while keeping cooking time to a minimum. OXO Shake & Flavour is particularly targeted at younger families where an easy meal solution is a real benefit. 81% of consumers agree that they would like to get more depth of flavour in their everyday meals but current formats of stocks are not always convenient for them. OXO Shake & Flavour has been successfully developed to tackle this barrier to purchase, with 72% of shoppers citing ‘ease and convenience’ as their top likes about the range. Shoppers were twice as likely to use OXO hake & Flavour as a seasoning product rather than a standard stock, demonstrating the incremental sales opportunity for retailers, which equates to an incremental category sales opportunity of £2.4m (2% value growth) and an estimated retail sales value of £5.1m. OXO Shake & Flavour is available in ‘Rich Beef’, ‘Roasted Chicken’ and ‘Garlic & Herb’ as a 70g pack with an RSP of £1.39.
Premier Foods encourages retailers to stock up on OXO Shake & Flavour in time for the summer BBQ season. Merchandising the range within the Stocks & Gravy fixture is highly recommended to facilitate brand association, as 66% of shoppers reported that they would buy OXO Shake & Flavour because of the OXO brand.
Original source: Premier Foods
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