MD Mark Alexander said the brand had not been “the
best performing part” of the portfolio. “We will maintain the sellers we have and chop out lines which are more ethnically orientated,” he explained.
The products, which are due to launch in the summer, will include cooking sauces for popular, traditional British meals. A £3m advertising and marketing budget will support the brand up to the relaunch, with more earmarked for the relaunch itself.
Other Homepride ranges - Pasta Stir & Serve, Deliciously Good, Pasta Bake, Potato Bake and Cook-in-Sauce - are to have updated packaging.