Premier Foods is launching a new range of Loyd Grossman single-serve sauces for the growing number of people dining alone.

Loyd Grossman For One rolls out next month with a target of £7m sales within the first year, backed by a £2.5m marketing campaign for 2010.

The six-strong range of microwaveable pouches (rsp: £1.29 for 150g) will appeal to single person households and families where people are eating at different times, according to Grossman.

"It became apparent from our consumers that there was a huge need for a single-serve size," said Grossman, who will feature in a TV campaign for the launch from August.

"Everyone's lives are much more flexible than they used to be. People aren't necessarily eating alone other members of the household may be around but one person will eat at a different time. People are almost eating alone together."

The Italian sauce line-up comprises Tomato & Chilli, Tomato & Basil, Puttanesca, Tomato & Smokey Bacon, Tomato & Roasted Garlic and Carbonara variants.

"This is the firstpremium-quality single-serve offering in cooking sauces," said Mark Tyldesley, Premier Foods director of savoury.

"At the moment, 41% of all household meals are eaten by someone dining alone, which was a real eye-opener. This is about offering a premium-quality meal solution to people who currently have to adapt other meals to eat on their own,"

People looking for apremium single-portion meal were currently buying takeaways or openingfamily-size jars, potentially leading to waste, said Tyldesley.

"Within cooking sauces there is a very small selection of single-portion cheaper offerings none of which, we think, provide the quality of the Loyd Grossman range."

Take-up of Loyd For One in the convenience sector had been "phenomenal" good news for a brand that can be "a bit multiple-focused", added Tyldesley.

Sales of the Loyd Grossman brand are up 10% year-on-year to £56m [IRI 17 April 2010].