Loyd Grossman has launched a range of premium pasta sauces and an on-pack promotion to mark its 30th anniversary in the UK.
Three new sauces, made in Italy – Pomodoro & Fresh Basil; Pomodoro, Mascarpone & Wild Garlic; and Creamy Tomato & Parmigiano Reggiano – have hit Asda today (21 July) and will roll into Sainsbury’s on 10 August.
Meanwhile, owner Premier Foods will roll out an on-pack promotion across the core Loyd Grossman range from 28 July, offering shoppers the chance to win a trip to Italy.
Participating packs will feature a 10-digit code, three of which will unlock a luxury trip to Sorrento, Rome or Masseria Corsano for two adults.
An additional trip to Rome for two is up for grabs for consumers who scan an on-pack QR code or visit the Loyd Grossman website and follow instructions.
“The Loyd Grossman brand has built its reputation over the past 30 years for delivering great-quality restaurant-inspired sauces for shoppers to enjoy at home,” said Andrey Sokirkin, global marketing director for cooking sauces at Premier Foods.
“As it celebrates its 30th anniversary, we’re excited to raise the bar with the Loyd Grossman Premium Sauce range – bringing a whole new depth of flavour to Italian-inspired cooking in kitchens across the UK.”
The new sauces will be backed by the brand’s first social media campaign, including influencer activations from September.
It comes after value sales of Loyd Grossman sauces dropped by 4.1% to £55.1m on volumes down 8.3% last year [NIQ 52 w/e 7 September 2024].
Loyd Grossman launched a duo of pesto sauces (rsp: £2.90/190g) – Alla Genovese and Sun-Dried Tomato – last summer in a bid to “attract new and affluent shoppers into pesto”.
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