Premier Foods has taken its Oxo brand into the seasonings market.
Oxo Shake & Flavour is rolling out now in three variants: rich beef, roast chicken and garlic & herb (rsp: £1.39/70g).
Packaged in shaker jars, the seasonings are MSG-free and can be added to food during cooking or before serving. They are targeted primarily at younger families.
The range would expand usage of stocks, said Premier, by tapping into the 81% of consumers who said they would like greater “depth of flavour”, but found existing formats inconvenient.
Premier estimated the launch, part of a £3.5m brand investment this year, would create a £2.4m incremental sales opportunity.