Loyd Grossman has moved beyond its jarred pasta sauce heartlands with a range of pasta sauce and rice kits.
Pasta sauce kits in Signature Bolognese, Creamy Mushroom, and Creamy Tomato & Chilli have launched exclusively in Tesco, alongside Mediterranean-inspired rice kits in Smoky Spanish Style Paella, and Creamy Mushroom Risotto (rsp: £3.75). They are tipped for a wider grocery rollout in October.
Each kit contains three pouches that are “combined in stages at home to recreate the layered depth of flavour chefs create in restaurant kitchens”, said Loyd Grossman supplier Premier Foods, which also manufactures three-step meal kits for The Spice Tailor and Sharwood’s.
They would appeal to “shoppers who want to feel more involved in the cooking experience while keeping the convenience and high-quality results of the brand’s core jars”, it added.
Premier Foods said the launches addressed a “clear consumer barrier for time-poor cooks who want a shortcut for dishes perceived as time-consuming or difficult to get right”.
The new additions will be backed by the brand’s biggest advertising investment in 15 years. A new creative platform will roll out across YouTube, social media, radio and out of home in October and November, followed by a second burst in January and February focused on the core range.
“This launch is about genuine innovation – giving shoppers a reason to trade up and retailers a genuinely incremental range,” said Rob Watson, global cuisines brand director at Premier Foods.
Homewise taps viral ‘marry me’ recipe trend
Elsewhere, Premier Foods stablemate Homepride has leaned into popular food trends with pasta bake sauces in Marry Me Chicken and Fajita (rsp: £2.65/485g). The sauces have launched exclusively in Tesco and were aimed at “younger shoppers excited about cooking with trend-led flavours”.
Watson added: “Marry me chicken is one of the biggest recipe phenomena we’ve seen, but recreating it from scratch is beyond most busy weeknights.
“We’ve turned it into a pasta bake sauce the whole family can enjoy with one jar and minimal effort - and Fajita brings a second flavour we know shoppers already love into the fixture.”
It comes after rival Heinz launched its own Marry Me pasta sauce last month.
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