Premier claimed new Bisto line would add to brands sales

Premier claimed new Bisto line would add to brand's sales

Premier Foods plc has announced plans to expand its line of Bisto gravy products in the UK with the launch of Bisto Rich Gravy Pastes.

The company said the product is a "convenient sachet" targeted at "mums who want the taste of homemade gravy for the family roast without the extra effort of making it from scratch".

Flavour and seasonings marketing director Helen Touchais said the company expects the launch will drive incremental growth, with consumers purchasing the pastes alongside existing gravy products. "Research shows that people will buy Bisto Rich Gravy Pastes in addition to standard gravy by successfully targeting the family roast occasion, driving incremental sales for retailers," she said.

The line consists of two flavours - beef and chicken - and is launching this month throughout the UK.

Show the press release

BISTO LAUNCHES THEIR BEST EVER GRAVY WITH NEW RICH GRAVY PASTES

Overview:

Bisto, the Nation’s Favourite gravy brand from Premier Foods, is set to expand the premium gravy category from August with the launch of Rich Gravy Pastes by reminding shoppers about the pleasures of eating roast dinners as a family. The convenient sachets will be launched in two popular flavours; Rich Roast Beef and Roast Chicken. With a growing number of consumers opting for clever shortcuts in a bid to reduce the time associated with cooking from scratch, especially on long-cook meals like a roast, the pastes are set to give savvy Mums the opportunity to conveniently replicate the taste of homemade gravy.

Product Information:

The two new Rich Gravy Pastes from Bisto aim to capitalise on the need for adding flavoursome homemade touches for family roast dinners that Mums are continuously seeking.

 

  • Available in two popular flavours; Rich Roast Beef and Roast Chicken
  • The pastes will be available in an eye-catching 50g (serves 4-6) premium metallic foil pouch
  • Made from real meat juices, herbs and seasonings
  • Made in an instant, just add boiling water as you would normally with the most popular Bisto products
  • A clear ‘new’  tag will be included to drive trial
  • Good media support targeting the roast occasion
  • pecial ly roastoccasion versus the core range, nd press advertising.niently Both variants have a RRP of £0.99
  • LaullLaunching August 2014

 

 

Consumer Insight:

Helen Touchais, Flavouring & Seasonings Category Marketing Director at Premier Foods says: “Roast dinners are hugely important to our customers’ sales and when Mums are buying good quality meat and fresh vegetables for their Sunday roast it is fitting that the gravy also adds to the homemade family experience; gravy is the essential finishing touch. Bisto is a loved and trusted product with a rich heritage, reassuring shoppers that they won’t have to compromise on taste or quality.

 

“Bisto Rich Gravy Pastes will target Mums who are looking for clever, time-saving shortcuts when cooking a large meal like the roast from scratch. Research shows that people will buy Bisto Rich Gravy Pastes in addition to standard gravy by successfully targeting the family roast occasion, driving incremental sales for retailers,” concludes Touchais.

 

Category Insight:

Roast dinners are hugely important to shoppers, with gravy being the essential finishing touch to one of Britain’s most popular meals.

Premium gravy has an 18% share of the £157m[1] Gravy sector. There is clear headroom for growth in the Premium Gravy category and Premier Foods has identified a clear gap in the market for premium-style gravy pastes that deliver an authentic, home-cooked taste for the family roast occasion. 

 

Merchandising Advice:

Retailers who stock the range are recommended to site the sachets within the premium area above Bisto Best. Premier Foods also recommends cross-siting the sachets and will be supporting the launch with cross category couponing, e.g. alongside meat and poultry as well as potatoes and vegetables.

 

Investment

The new Bisto Rich Gravy Pastes will be supported with a £600k advertising investment as well as in-store support.



[1] IRI Grocery Outlets, Retail Sales Value, 52w/e 14th June 2014

Original source: Premier Foods Plc