Homepride sauces

Five new sauces are joining the Homepride line-up

Premier Foods is aiming to revive its ailing Homepride cooking sauces with a new look and modern flavours.

Five sauces, including Hunter’s Chicken and Peri-Peri, are being added to the line-up next month, marking the start of a relaunch for the brand in 2014, which also sees the 50th birthday of Homepride mascot Fred.

Premier said it was looking to position Homepride as a “driving force for the traditional cooking sauces feature” following a 9.4% slump in value to £36m last year [IRI 52 w/e 28 December].

“The new flavours are set to encourage consumers to re-engage with the category by improving its relevance to the modern family,” said marketing director Jon Burton.