Premier Foods plc is to launch a fresh push behind its Sharwoods ethical cuisine brand with an advertising campaign and changes to its wet noodle and stir fry Chinese ranges.
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The UK’s largest group, facing growing competition in ethical cuisine from the likes of Associated British Foods, is looking to coincide its efforts with Chinese New Year.
Premier is “refreshing” the Sharwoods stir-fry range with a introducing a new Chinese flavour – Chow Mein – into the seven-strong range.
The company is also expanding its line of ready to wok wet noodles – with Thick Udon style noodles and Fine noodles – and introducing a new Dry Medium Chilli Noodle.
The campaign will also see Premier use the Sharwoods brand to back Chinese Food in Minutes, a cookery series to be broadcast on Channel Five.
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By GlobalData
