Symington’s is hoping to shake up the ambient ready meals category with Twistd, a 25-strong lineup of couscous, microwaveable grains & pulses, risotto pouches, instant snack pots, and pouched rice.
Designed to introduce time-poor consumers to “exciting new tastes”, the world food-inspired brand would bring “an injection of colour and flavour to mealtimes with bold, intense flavour fusions”.
With variants such as Peruvian-Inspired Smokey Grains, Wild Rice & Bulgar Wheat; Malaysian Rendang Risotto; Nigerian Jollof; Korean BBQ Rice; and East Indian Spiced Couscous, Twistd would “appeal to hectic young professionals, culinary explorers and health-minded shoppers” said Symington’s chief commercial officer Matt Lee.
Rsps range from 80p to £1.99, with pack weights from 70g to 250g. Ambient wet soup is scheduled to join the range soon.
Symington’s has also added a raft of NPD to its Mug Shot brand. The new Protein Pot range rolled out to Tesco this week in Roast Chicken, Chicken Tikka, Mac & Cheese and Rogan Josh (rsp: £1.29/68g). It will be followed on 25 June by Veg Pot (rsp: £1.29/68g) and Rice Pot (rsp: 95p/68g) landing in Asda – both with four variants promising under 250 calories per pot.
Finally, Mug Shot has revamped its larger format pot, The Big One, making it 29% bigger – from 85g to 110g – and renaming it Mighty. It began rollout this week into Tesco, with an rsp up 18% from £1.09 to £1.29.