Premier Foods has added a ‘melts’ pot range to its Sharwood’s stir fry portfolio.
Sharwood’s Stir Fry Melts roll out this week in four flavours - Chow Mein, Sweet & Sour, Sweet Chilli and Spicy Szechuan (rsp: £1.59/two-pack) - in a similar format to Premier’s Bisto Stock Melts.
The concentrated product, which Premier said contained all the flavour of a jar of sauce, would appeal to the 50% of consumers that won’t use sauce with a stir fry because it “leaves the dish too wet”, said grocery marketing director Helen Warren-Piper. “We see Sharwood’s Stir Fry Melts as a way to bring those who don’t currently use a sauce into the category, as our Melts deliver a light coating that is packed full of flavour while keeping the veg crispy.”
Premier Foods is backing the launch with a £1.4m TV campaign supported by in-store activity.