Premier Foods is rolling out a raft of new products from three of its major cooking sauces brands – Sharwood’s, Loyd Grossman and Homepride – in a move to ‘reflect the latest emerging UK eating trends’ and attract younger shoppers from this month.

Sharwood’s is set for a pan-Asian ‘World Inspired’ range of sauces including Balinese Red Jungle Curry and Vietnamese Lemongrass & Ginger (rsp: £1.75/serve four), which will launch alongside new side dishes Saag Aloo, Bombay Potatoes, Chickpea Sabji and Tarka Dahl (rsp: £1.79/serves four). The NPDs will be underpinned by refreshed packaging across the entire range and will be supported by £2.2m campaign from October.

Meanwhile, the Loyd Grossman portfolio has an additional two premium ranges, Italian Pasta Sauces and Indian Cooking Sauces, each comprising four variants in pack sizes aimed at smaller households (rsp: £2.49/serves two), and backed by a £1.5m TV push.

Finally, Homepride is rolling out All American Texan Chilli and Extra Veg Pasta Bakes sauce lineups, each with three variants (rsp: £1.69/serves four). The brand will get its own £900,000 ad in August.

“Ninety-two percent of UK households are buying into the cooking sauces category, but younger shoppers are not that excited by what they are seeing on shelves,” claimed Yilmaz Erceyes, Premier’s brand director for cooking sauces.  

“It is vital that we are constantly looking for ways to innovate and meet consumer needs and by launching inspirational flavours,” he added. “Our research has also shown there is an opportunity to attract younger consumers with the flavours from their out-of-home favourites.”