Premier Foods says Oxo Shake & Flavour is attracting younger consumers to the brand.

The seasoning range was launched last May and is being expanded with three new flavours after achieving sales of £750,000. Premier said 42% of shoppers buying the products were urban consumers, while the proportion who typically bought into the Oxo brand was only 35%. In terms of age, 28% were under 45, compared with the brand average of 24% [Kantar Worldpanel 52 w/e 10 November 2013].

From 26 January, new flavours Chinese, Southern Fried and Tikka will join the range. The launch will be backed by TV ads later in the year.