Mary Carmichael
Dried fruit and cake ingredients stalwart Whitworths is continuing its strategy to stretch the brand in new directions with the launch of a range of flavoured couscous.
The three-strong range comes in Garlic & Herb, Lemon & Coriander and Indian style variants.Each is suitable for vegetarians and features a serving suggestion on the front of the pack and a recipe on the back.
Following a management buyout 18 months ago, the company has expanded its brand rapidly into snacking in recognition of the decline in traditional home baking ­ its established area of expertise. Newcomers have included Wow fruit and nut mixes and FX and Sunny Raisins fruit snacks.
However, according to head of marketing David Smith, the company also has a responsibility to add value to its home baking heartland. He said it had opted for couscous for this category as the market was growing 34.6% year-on-year. "Consumers are using couscous as a healthy, everyday alternative to rice as it is so convenient, nutritious and tasty," he said. "The rise of global kitchen culture is also playing its part."
He said the company was planning new products in both snacking and home baking.

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