Knorr is tackling the perennial problem faced by parents - how to persuade their kids to eat vegetables - by hiding them in a range of pasta sauces.
Its Ragú sauces for kids are puréed smooth so they won’t find any ‘horribly healthy’ bits in them. Hidden vegetables are likely to include tomatoes, carrots and sweetcorn.
Unilever was due to launch the range in the next couple of months and was waiting for the packaging to be finalised. But this week an ad featuring how the brand may look was mistakenly published in the national press. It claims the product has no added salt or artificial colours, flavours or preservatives.
Adrian Devey, trade marketing co-ordinator at Costcutter, believes it will be a hit with parents. “It is a good idea. Parents are looking for low fat and low salt products for their families.”