Premier Foods is claiming a category first for new concentrated pastes of stock and gravy launching under its Oxo and Bisto brands in the popular squeezy tube format.

Bisto Instant Roast Gravy and Oxo Squeezy Stock tubes, rolling out now, are modern, more convenient versions of the stock and gravy brands, which already account for a 57% share of the £223m category [SymphonyIRI 52w/e 19 February].

Both products are made with real meat juices and can be added directly to a dish, dissolved in boiling water, or, in the case of Bisto, added to the roasting pan with cold water for “a more traditional-style gravy”. The concentrated pastes would inject some “much-needed excitement” into the gravy and stock category, which recorded 1.5% year-on-year growth [SymphonyIRI], Premier Foods said.

“Today’s consumers are looking to cook from scratch as much as possible but are short on time and unwilling to compromise on taste,” said Fiona Johnston, marketing controller for gravy & stocks at Premier Foods. “The new Oxo format will boost overall category sales by attracting a younger consumer base to the sector, while the Bisto Instant Roast Gravy will plug a gap for a homemade-tasting gravy in a convenient format.”

The new Bisto product will be available in beef, chicken and onion variants alongside The Oxo Squeezy Stock, which comes in beef, chicken and vegetable flavours.

To reflect their premium positioning, the newcomers have a slightly higher price than their traditional stablemates at £1.29 per tube [each contains the equivalent of eight Oxo cubes or four family Bisto servings respectively]. A traditional Oxo pack containing 12 cubes costs 96p and a 170g Bisto gravy granules 83p.

Premier Foods is supporting the launch with a £1m campaign running throughout spring, including press, in-store and outdoor activity. A further burst is planned for the autumn.

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