Batchelors' latest instant offering in the hot snack meals category is the Cup a Soup Creamy Potato range. The range, which includes leek, bacon and onion and leek and ham, reaches shelves in September. It is pitched at 18 to 34 year old consumers who are the biggest purchasers of hot snack meals. It comes in single serve sachets for out of home use (rsp 39p) but retailers can buy them in cases of 12. The launch is backed by a £2.3m marketing support package including TV advertising later this year. Batchelors is spending £7.5m on promoting its brands this year. Alex Saint, category manager for hot snack meals at Batchelors, said he was working with buyers to look at hot snack meals as a category. "We are working with major multiples in trialling a hot snack meals fixture instore, as merchandising is an effective way of bringing these products together." Batchelors has a 60% value share of the instant soup sector [ACNielsen]. l See Focus, p41. {{P&P }}

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