Loyd Grossman has opened the keyhole to another category in a bid to grow his eponymous brand.
This time it will be ambient soups that get a spot of special attention from the food critic turned manufacturing mogul.
And Premier Foods, which makes the expanding range of Grossman foods, claimed the launch was the “most significant move” in the brand’s eight-year history.
Marketing manager Andrew Elder said: “We move into markets where we feel we can add quality and the ambient soup category has been in the doldrums for years.
“There has been no significant innovation and
certainly no premium offering to drive growth or counter the challenge from chilled.”
Elder is confident the new range will be a threat to the chilled sector.
“We want to be the best in soup as a whole and we feel confident that we can attract soup consumers from all areas of the supermarket.”
Rolling out at the end of this month, the four varieties - Tomato & Basil, Chicken & Vegetable, Four Mushroom and Carrot & Coriander - come in 420g microwavable pouches in trays of five. Each pouch will retail at £1.29.
Elder said the choice of traditional flavours was deliberate. “Our experience on Indian sauces showed us that consumers want recognisable flavours but with better quality.”
The range joins a portfolio that has proved to be one of the most successful celebrity brands in the grocery market. The collection has expanded from pasta sauces into Indian and Thai recipes, followed by dressings and pasta products. Food critic Grossman is involved in all stages of the product and flavour development.
The new range will get instore support, with “big plans” for the brand scheduled for next year.
Mary Carmichael
This time it will be ambient soups that get a spot of special attention from the food critic turned manufacturing mogul.
And Premier Foods, which makes the expanding range of Grossman foods, claimed the launch was the “most significant move” in the brand’s eight-year history.
Marketing manager Andrew Elder said: “We move into markets where we feel we can add quality and the ambient soup category has been in the doldrums for years.
“There has been no significant innovation and
certainly no premium offering to drive growth or counter the challenge from chilled.”
Elder is confident the new range will be a threat to the chilled sector.
“We want to be the best in soup as a whole and we feel confident that we can attract soup consumers from all areas of the supermarket.”
Rolling out at the end of this month, the four varieties - Tomato & Basil, Chicken & Vegetable, Four Mushroom and Carrot & Coriander - come in 420g microwavable pouches in trays of five. Each pouch will retail at £1.29.
Elder said the choice of traditional flavours was deliberate. “Our experience on Indian sauces showed us that consumers want recognisable flavours but with better quality.”
The range joins a portfolio that has proved to be one of the most successful celebrity brands in the grocery market. The collection has expanded from pasta sauces into Indian and Thai recipes, followed by dressings and pasta products. Food critic Grossman is involved in all stages of the product and flavour development.
The new range will get instore support, with “big plans” for the brand scheduled for next year.
Mary Carmichael
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