Premier Foods is continuing its NPD push with the launch of boxed pasta and noodle snack range aimed at women.
Rolling out to Tesco now and other retailers from July, the Batchelors Deli Box is pitched as a light meal or snack and comes in 75g portions in a US-style takeaway box (rsp: £1.19). The six-strong range, which is available in chicken, cheese & broccoli, mild curry, chicken & mushroom, barbecue beef and chow mein flavours, contains just 2% fat and its launch will be supported by national marketing.
“There is an opportunity to grow the pot snacks category with NPD that appeals to women,” said marketing controller Jon Burton
The Deli Boxes are the latest in a string of recent launches from Premier that includes Sharwood’s wrap meal kits and a new Hovis British Farmers’ loaf. It also relaunched its Ambrosia range, which it is supporting for six weeks from Friday (4 May) with a TV push.
Premier said the campaign - part of a £10m marketing investment in the brand - marked a new direction in advertising for Ambrosia.