Princes has added new lines to its Crosse & Blackwell 4Kids pasta range in the UK as it relaunches the brand.
The UK food and drink group said it will take 4Kids into pasta meals with the launch of two products: pasta with sausages and pasta with chicken and vegetable meatballs.
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Chris Wright, marketing director for Crosse & Blackwell, said: “The pasta shapes range is already established in the market and we spotted an opportunity to replicate this success in the pasta meals sector with a range of exciting new products. We are committed to investing in the Crosse & Blackwell and 4Kids brands and these are the first of many new products that will be launched over the next 12 months.”
Princes will also use durum wheat pasta in each of the products and has updated the packaging for each SKU.
It has put a “five-a-day” flash on the packaging, which has a new design to “maximise” the seven character licences Princes holds for the products, including Scooby Doo and Spongebob Squarepants.
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By GlobalData
