Bisto Fpil Bakes

Premier Foods hopes to premiumise the packet mix market with the launch of Bisto Foil Bakes.

Aimed at families’ midweek meal occasions, the bake-in-bag NPD marked a departure for Bisto, the supplier said. It is available in three variants of flavouring – Smoky BBQ, Peri Peri and Roasted Garlic, Lemon & Herb.

Each includes a foil baking bag with a steam vent window that can be peeled back mid-cooking to help colour the meat (rsp: £1.59/22g-24g). They were intended primarily for chicken but would suit other meat or fish, said Premier.

With only 7% of the packet mix category considered premium, Foil Bakes would unlock “a new opportunity for retailers”, the supplier added.

Shoppers wanted convenient, easy-to-use products, but were not willing “to compromise on taste and quality”, said Helen Touchais, Premier’s brand director for flavourings & seasonings. “Looking at the current landscape of the bake-in-bag market, we need to offer retailers a solution which shoppers will be willing to pay more for to help accelerate value growth.”

Bisto Foil Bakes are rolling out now, and will be joined on shelf in September by the brand’s gluten-free gravy granules in original and chicken variants.