Taste Inc

Morrisons says range has wider appeal than rivals

Microwave snacks brand Taste Inc has ousted Kepak’s Rustlers and Zugos from Morrisons.

From 24 March, Taste Inc - launched a year ago - will become the only microwave snacking brand in the retailer’s stores. Five Taste Inc SKUs launched nationwide into Morrisons last summer, and the line-up is now being expanded to 15, including burgers, subs and deli sandwiches.

Morrisons said it was confident Taste Inc could help the hot snacking market reach a new audience. “Taste Inc brings diversity and choice, enabling us to strengthen and grow the category,” said pies & pastries buyer Tom Cokell.

The success of the brand was down to it having wider appeal than rivals, claimed commercial & marketing head Chris Wenham. “Many appeal to 16 to 24-year-old males but there is a much wider audience than that,” he said.

Taste Inc is owned by poultry and fish product supplier CP Foods, which has extended its Newmarket factory to produce the range. This year, the company is supporting Taste Inc with a £1.2m marketing and PR campaign to help raise the profile of the brand, which is also stocked in indies and symbols.

Rustlers supplier Kepak said it remained committed to growing the hot snacks category. “Our highest-ever investment in TV advertising for Rustlers continues, complemented by category-boosting NPD,” said CEO Simon Walker.

“In addition to supporting grocery customers, focus will be given to the convenience and online channels.”

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