Paneer brand Param will relaunch in new packaging with a greater focus on protein.
The Futura Foods-owned business said the overhaul would reframe its Param Paneer (rsp: £2/200g) as a versatile, everyday protein, as opposed to a traditional cheese.
It had higher protein and calcium per 100g than tofu and eggs, according to the brand.
In stepping away from paneer’s “Indian cues”, Param said the move would complement its ambition to become a modern dairy brand.
“Positioned alongside meat-free alternatives, paneer offers retailers and consumers alike a versatile vegetarian protein that meets growing demand for experimentation and everyday use,” said Futura Foods head of marketing Rhian Newman.
The revamped packaging contains bold, contemporary colours. Param said testing had shown it performed well against competitors, with 38% of 250 18 to 24-year-olds choosing it in a survey.
“Paneer is widely perceived as belonging to one cuisine and a limited number of dishes,” said Newman. “In reality, our research shows there is significant opportunity to reposition it for younger consumers, looking for protein-led choices that require minimal preparation, but can still carry bold flavours.”
The relaunched Param Paneer will roll out into Ocado, Booths, selected Co-op stores, Dunnes Stores, SuperValu and independent retailers in the UK and Ireland from 4 May.
The launch will bve supported by brand collaborations, food influencer partnerships and promotions on Ocado to drive cross-category purchase.
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