UK food firm Symington’s is aiming to re-invigorate the stuffings market with the launch of a string of cous cous-based products for the Ainsley Harriott range.

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Building on the brand’s lead in the cous cous sector, Symington’s is looking to repeat its success with a new concept in stuffings.


“The stuffings market is worth nearly GBP29m (US$56.8m) a year but it has been running flat for some time,” said Henrik Pade, marketing director for Symington’s. “It badly needs an innovative new product that will inspire consumers to use stuffings more often.


“Our Ainsley Harriott brand has driven forward the cous cous market by providing great tasting, quick and convenient foods. We are now bringing the same innovation and quality to do the same with the stuffings sector.”


Pade said the new range will offer “a stuffing with better texture, taste and mouthfeel than the traditional offerings”. He added. “It also benefits from a healthy perception of cous cous by consumers.”

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Ainsley Harriott marketing manager Rosie Guenzel told just-food that the new range would allow for experimentation and offer a mixture of traditional and modern flavour profiles.


“We are bringing the product concept into the 21st century,” she said. “The stuffing sector is characterized by significant replication and little differentiation and nobody is thinking about the consumer’s needs. The Ainsley Harriott brand will draw in new consumers and drive new usage occasions, while simultaneously updating category delivery to existing category shoppers with our new product format.”


The four flavours include sage and onion, Mediterranean, onion and thyme, and cranberry. Two further flavours – Moroccan magic and lemon, onion and thyme – are also being planned.