Premier Foods plc has launched its Bisto brand into the UK stock pot category, with a product that will take on Unilever’s Knorr.
Bisto Stock Melts will go on sale next month and rival Knorr Stock Pots, which was launched in 2008.
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Premier said the stock sector as a whole was “in decline” but said there was “a clear opportunity” with consumers eating in more.
Bisto innovation controller Libby Newcombe said the launch of Bisto Stock Melts was a “category-changing initiative”.
Unilever has in the past insisted its Knorr Stock Pots have been a “success” and in October added two lines to the range.
Premier’s decision to launch Bisto into the stock pot category will increase competition in the sector. It also highlights Premier’s decision to invest behind eight “power brands” as it looks to turn its fortunes around after a challenging few years. In 2011, Premier saw profits and underlying sales fall.
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