Premier Foods is adding two licences to its canned pasta portfolio to cash in on the popularity of children’s favourites In The Night Garden and Mr Men. The new character pastas are being rolled out now under the company’s Crosse & Blackwell brand.

They will form part of its 4 Kids label, which was introduced this year and contains no artificial additives or colourings, is made from wholewheat pasta and is low in sugar and fat. Premier is also growing its adult-orientated portfolio with four new variants.