Premier Foods has launched a microwaveable pot for Bisto – hailing it as a first-of-its-kind format for the gravy category.
Available in regular and 25% less salt variants, Bisto Microwave Ready Gravy Pots took “just one minute” to heat, said Premier.
It offered “a simple solution to shoppers seeking greater convenience”, the supplier added, and was best suited for “solo meal occasions, fragmented family mealtimes and for people with busy lifestyles”.
Each pack contains four 100g servings of ready-made gravy (rsp: £2.49), and comprises a cardboard sleeve and plastic pots that are fully recyclable.
Bisto Microwave Ready Gravy Pots is rolling into Asda now, and will land in other major grocers later this year.
The innovation came in response to “the need for more and more convenient meal solutions” said Kate McGrath, Premier brand manager for Bisto. “This format enables people to enjoy the product in more ways than before, and is perfectly suited to mid-week mealtimes of all types.
“With roughly one million meal occasions that could, but don’t currently, include gravy – such as pies, sausages & mash, and roast dinners – this convenient pot format is the solution to unlock these new usage occasions within gravy.”
Bisto, the UK’s biggest gravy brand, has seen its value slip by 3.6% over the past year to £122m [Nielsen 52 w/e 29 December 2018].