Homepride American sauce

Premier Foods is hoping to tap into the consumer craze for Americana with the launch of four new Homepride All American cooking sauce pouches.

The ‘sticky’ sauce range launches this week in Texan BBQ, Hickory Smoked Maple, Smoky Cajun and Chipotle Chilli flavours, with a 200g pouch (rsp: £1.69) serving four. The sauces are used as a coating for oven-baked chicken pieces.

“American cuisine has seen huge growth in the UK restaurant sector - rising in popularity by 35% in the last five years - with no slowdown in sight,” said Homepride marketing controller Andy Smith.

“It therefore made absolute sense to enable shoppers to recreate their favourites at home. Chicken is a popular choice for UK families and the new range allows the meat to retain its moisture. Our new pouch format also makes it possible to squeeze out every sticky last drop and evenly coat the chicken to maximise flavour.”

Though Homepride sales are down 4.2% to £32.1m, it is performing ahead of the cooking sauce category, which lost 6.8%, or £40.6m [Nielsen 52 w/e 10 October 2015].