Premier Foods is pouring £9.5m into its flavourings and seasonings portfolio as it launches the first ready-to-use gravy range under the Bisto umbrella.
The new range, introduced as part of the premium Bisto Best portfolio, is being rolled out now in three flavours: Beef & Red Wine with Chestnut Mushroom, Red Onion & Ale, and Chicken & Thyme (rsp: £1.49/two-serve).
Pitched as a convenient solution for consumers looking for “easy but flavourful short cuts”, the trio is made with real meat juices and comes in a pouch format.
The gravies would enable consumers to enjoy Bisto across a range of different midweek meal occasions, from chicken dishes to sausage and mash, said Helen Touchais, brand director, flavourings & seasonings.
The range - part of a “major drive” by Premier Foods to boost category growth - will be joined on shelf by a new variant for Premier’s Oxo Stock Pot line-up: Juicy Lamb with Rosemary, Garlic & Red Wine (rsp: £1.45).
Oxo Stock Pot launched in August last year. In its first months, the product clocked up £2.3m in sales [Kantar Worldpanel to 31 January 2016], while Bisto Best had become a “must-stock”, said Touchais. Both NPDs had been developed to encourage consumers to “trade up” to more premium options.
The two brands will be supported by heavyweight campaigns, which will see them return to TV screens in October as part of a £9.5m marketing investment - a 24% increase versus 2015, said Premier Foods.