Source: Premier Foods

Premier said it wanted to “reinvigorate” the category with the launch

Premier Foods is moving into herbs & spices for the first time.

The fmcg giant has signed up to distribute South African brand Cape Herb & Spice in the UK, with a selection of chilli tins, rubs and grinders due to launch into Ocado from next week (17 August).

Its range includes Chipotle, Piri-Piri and Sriracha tins, Texan Steakhouse, Asian Stir Fry, Mediterranean Roast, Caribbean Jerk, Portuguese Peri Peri and Louisiana Cajun rubs, and BBQ Steak, Garlic Addict, Lamb, Chicken and Italian grinders (rsp: £2.99).

Premier said it wanted to “reinvigorate” the category “at a time when more people are cooking at home and looking for meal inspiration”. The brand “has a 25-year heritage and uses high-quality ingredients to deliver maximum flavour”, it added.

“We know it can be difficult to find new ideas or have the confidence to experiment with flavours,” said Premier marketing controller Savan Sabharwal. “No matter what level of confidence someone may have in the kitchen, the 14-strong range will help to make mealtimes more exciting.”