Premier Foods plc has added a premium Sensational Stuffing line to its Paxo stuffing range.

Sensational Stuffing, made with “speciality breads such as focaccia and ciabatta”, is the first new offering in six years to accompany traditional roast meat dinners, Premier said.

The product is available in four flavours – Lemon, Rosemary & Thyme with Ciabatta; Pink Lady Apple, Sage & Red Onion with Focaccia; Roasted Garlic, Red Onion & Rosemary with Sourdough and Rosemary, Mint & Shallot with Farmhouse Breadcrumbs. 

Premier, meanwhile, has added three flavours to its existing Paxo stuffing range include Mushroom & Onion for Beef, Onion & Leek for Pork and Garlic & Thyme for Chicken. Premier said the flavours will be sign posted in packaging colours aligned with Premier’s iconic Bisto and Oxo brands – red for beef, blue for pork and yellow for chicken.

Premier’s brand director for flavouring and seasonings Helen Touchais said: “Our ambition is to significantly increase the size of the stuffing sector in the next five years with our new brand innovation and improved core range.”

Touchais said while stuffing is a popular side dish for roast chicken, there is “a huge opportunity to increase sales by encouraging people to serve it alongside other meat dishes”. She added: “The roast dinner occasion is currently in growth at 0.6% year on year, with roast beef driving this increase, demonstrating the consumer appetite for a traditional family meal.” 

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By GlobalData

Earlier this month, Premier announced that it had developed ready-to-use gravy sauces under the Bisto brand in the UK in a bid to target consumers wanting more convenient products.

In July, Premier said it would be stepping up its marketing investment this year and expected to the group expects to invest between GBP42-44m (US$54m-56.7m) in consumer marketing versus GBP36m last year.