The flavour, which targets both adults and children, will broaden the international flavours of the brand.
Batchelors said that Mexican food was set to overtake Chinese as Britain’s second-favourite take-home meal from the supermarket by 2007 [TNS Superpanel]. The company is
also adding a Smoky Bacon flavour to its 98% fat-free range. The range, launched in January, consists of Chicken & Herb, Spiced Beef and Sweet Thai Chilli, and has taken a 5% value share of the savoury noodles market [IRI August, 2005].
At the same time, Batchelors is breathing new life into its Cup a Soup brand with a jar (rsp: £1.89) in three varieties. Each jar holds 12 servings and comes in Chicken, Golden Vegetable and Tomato.
The jars will be supported by a £5m package, including TV and radio advertising and a poster campaign later this year.