Premier Foods has done an Italian job on its iconic British brand Oxo and given the new line a very different look.
Rolling out next month with an rsp of £1.39, Oxo Spag Bol Recipe Cubes contain a selection of herbs, spices and seasoning, and are designed to be introduced to spaghetti bolognese recipes alongside a standard Oxo stock cube.
“It has an engaging pack design that will create fantastic standout on shelf,” said a Premier Foods spokeswoman.
“Consumers look for inspiration in the aisle and the new Oxo Spag Bol Recipe Cubes offer them real value for money while providing easy steps to create a great-tasting home-cooked family favourite meal.”
The launch will be supported by a £1.5m television and press campaign next month.
Premier did not rule out launching other themed Oxo cubes.