Anchor is expanding into the ready-made pastry market with the launch of four products.
Brand owner Arla is hoping current Anchor consumers and new shoppers will be drawn to the chilled range, which comprises shortcrust and puff pastry in 500g block (rsp: £1.30) and 320g sheet (rsp: £1.60) formats. Rolling out from mid-October, the packs are colour-coded to help shoppers find the right product.
“As an established brand that benefits from a strong consumer association with homemade food, Anchor is perfectly placed to drive growth,” said brand manager Louise Thornton, adding that the ready-made pastry market was worth £46m [Nielsen].
Arla is tapping into the growing trend for home cooking and will be supporting the products with sampling, a media partnership with Heart Radio and pull-out recipes with titles including Good Housekeeping and Prima magazine.
According to Mintel, the home baking market - including eggs - has risen 59% since 2007 to £1.7bn, with eight out of 10 British adults now baking regularly at home. “As the days get colder, there’s nothing more appealing than enjoying a warming home-cooked pie, making it the ideal time for us to launch this new range,” added Thornton.
Sales of the Anchor butter brand have risen 7% by volume and 2% by value year-on-year to £106m [Nielsen 52w/e 6 July 2013].