After 100 years of kitchen duty, the iconic Oxo cube could face 'X-tinction' following Premier Foods' revamp of its cooking stock brand, The Grocer can exclusively reveal.
Premier is relaunching Oxo with updated packaging, new products, £2m marketing support and an X-shaped block of stock replacing the current cube format.
The cubes have had notches carved out to resemble an 'X' shape to mark the Oxo Factor marketing campaign, which begins this month. Although the new format will begin life as a limited edition, Libby Newcombe, Oxo's marketing manager, said there was a strong chance the new shape could permanently replace the cube.
"The X-shape will be on shelf throughout the Oxo Factor campaign and it remains to be seen whether it returns to the cube shape," said Newcombe. "Plant machinery has been modified to make the new format and we expect consumers to react positively to this piece of fun. The notches enhance the crumble!"
Premier claimed the size and weight of the block were unchanged.
Packaging across the entire Oxo cube range has been updated, with shiny foil-detail added to packs to improve shelf standout and "bring the design up to date." The brand will also be adding Oxo Reduced Salt Stock Granules (rsp: £1.69) and Oxo Concentrated Liquid Stock (rsp: £1.96) to its range.
The £2m Oxo Factor campaign was described by Newcombe as the "biggest marketing news" for the brand since the Oxo family departed TV screens 10 years ago. The initiative will invite families to make their own advert showing how they use Oxo to add flavour to their meals. Five of the best films will be aired on national TV from mid-October to December in a high-profile TV campaign, with viewers able to vote for their favourite ad. The Oxo Factor winner will then be aired during the final of ITV's popular talent show The X Factor.
Sales of Oxo cubes have grown 3% to £38m in the last year, according to IRI.