Exclusive Sheila Eggleston
Pillsbury's Jus-Rol pastry is back in the chiller after an absence of eight years.
Marketing manager Claire Hildreth said: "We tried it eight years ago and it didn't work. Now we think the time is right and it will."
The chilled pastry market is worth £9m and growing 9% year on year [AC Nielsen], and Pillsbury is confident it can double this value. By launching now, it hopes to capitalise on the peak November/ December selling period. These nine weeks accounted for 33% of the frozen market and 28% of the chilled in 1999 [AC Nielsen].
The range includes 500g shortcrust blocks, 450g shortcrust rounds, 450g puff ready rolled sheets, 500g puff blocks, 340g sweet dessert and 270g filo sheets retailing between 99p and £1.39. It will be available from October 15 in Safeway and Somerfield. All products have a 28 day shelf life.
Pillsbury believes the new line, sited alongside yellow fats and lard, will complement its range. "While frozen is more of a stock item, chilled is an impulse buy," said Hildreth.
A £1m marketing package kicking off in November includes press ads with the strapline Amaze yourself, it couldn't be easier', and an instant win on-pack launch promotion. Packaging and PoS will feature the Pillsbury Doughboy to gain maximum leverage from the 1970s icon.
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