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).

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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.