Premier Foods plc is to launch a multi-million pound television advertising campaign in the UK for its Sharwood’s sauces range.

To air from 2 February for eight weeks, the adverts will show Sharwood’s chefs travelling across the UK looking for tips from local curry houses for home cooking. The campaign will coincide with the launch of four Tikka variants to the brand’s sauce range in March – Extra Mild, Extra Creamy, Extra Onions, and a Special Edition Green Label Mango Chutney.

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New pack designs on the entire Tikka range will accompany the launch of the additional flavours.

The sauces have an RRP of GBP1.65 (US$2.58).

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