Premier Foods is taking its Loyd Grossman cooking sauce brand into meal kits for the first time with the launch of a three-strong risotto range.
Aimed at driving “excitement into the Italian sector”, Loyd Grossman Risotto Meal Kit is designed to provide smaller households “with a convenient, complete meal solution”.
Italian options were the ones in growth in the meal kits market, claimed Premier, which will roll out its NPD from 23 July to “capitalise on the popularity of risotto out of home”.
Each ambient kit for two people contains seasoned risotto rice and a sachet of sauce. Variants are Creamy Mushroom & White Wine; Butternut Squash & Sage and Tomato, Ricotta & Red Chilli (rsp: £2.79/300g).
Loyd Grossman Risotto Meal Kit was intended as “a quick meal solution for smaller households who want to enjoy restaurant quality food without the hassle of cooking from scratch” said senior brand manager Lisa-Jo Harvey.
“It’s exciting to be venturing into this new territory and as one of the only brands currently in growth within the Italian cooking sauce sector, we are perfectly placed to drive value.”
Loyd Grossman enjoyed a more successful 2017 than the cooking sauce category as a whole. The brand’s value rose by 1% to £50.6m [IRI 52 w/e 9 December 2017] after launching Thai sauces in a pouch format – while the larger market fell 2.9% to £752.3m due to the rise of scratch cooking and a failure to engage shoppers wanting more exotic flavours.
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