Premier Foods plc, the UK’s largest food group, is aiming for its latest Loyd Grossman sauces product to be one of the country’s top product launches this year.
Mark Tyldesley, head of Premier’s savoury business, said the company has set a sales target for the Loyd Grossman For One products of GBP7m (US$8.4m).
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“That would put us in the top ten launches for the industry this year,” Tyldesley said on Thursday (17 June).
In April, Premier announced its aim for its Hovis Hearty Oats bread line to be the biggest FMCG launch in the UK this year.
Premier, which also owns the world foods brand Sharwoods, unveiled six lines in the Loyd Grossman For One range of cooking sauces.
The range, which includes Tomato & Chilli, Puttanesca and Carbonara, have been developed to appeal to consumers eating alone put off by standard cooking sauce products in the market.
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By GlobalData“There are a lot of formats in the market that are suited to two persons and above,” said Amruta Vaidya, senior brand manager for Loyd Grossman.
However, the company insisted the products were not designed just for single-person households and were aimed at couples or families that ate at different times.
Premier is to spend GBP2.5m to market the new lines, which it believes will add sales to a brand that generates GBP56m in sales each year, Tyldesley told just-food.
Tyldesley refused to be drawn on whether Premier would add Indian and Thai lines to the For One range, although he said there would be fresh “waves” of support behind the portfolio next year. The standard Loyd Grossman stable includes Indian and Thai sauces.
“Italian is our focus as that’s where the bulk of consumption is in terms of world sauces,” Tyldesley said.
Italian lines make up 65% of the Loyd Grossman sauces in jars, he added.
