>>A ROUND-UP OF THE HOTTEST ACTION IN FMCG

Chicago town’s big night in
Chicago Town intends to become the UK’s leading frozen food brand by branching out into desserts. Seven products are launched on October 3 in a move that will make Chicago Town a complete full meal solution for a night in. The company is also relaunching its Main Event range of five ready meals, first launched in May, with slight recipe changes.

Ovaltine lightens up
Ovaltine is shrugging off its old-fashioned image as a children’s bedtime drink with the launch of its first add water variant. Ovaltine Original Light Water is the first time the malt drink has been formulated to be mixed with water in an attempt to make it more of a daytime option. Revamped packaging will support the launch, which hits shelves this week, with new jar sizes across Original add milk, Original add water and Chocolate add water.

Avoiding christmas freefall
Diageo is significantly bumping up investment behind its key brands in the hope of convincing retailers not to enter into their annual Christmas freefall on alcohol pricing. New multi-million pound TV ads for Baileys, Smirnoff, Gordon’s and Guinness and the off-trade launch of Pimm’s Winter are among activity from the drinks giant. Off-trade MD Benet Slay admitted that competition was likely to be as fierce as last Christmas, when the price of a one-litre bottle of Baileys fell to £9.88.

Topics