Premier Foods is continuing its strategy of using new formats of well-known brands to invade mature categories, with a three-strong range of Harry Ramsden's canned peas.
The 80-year-old brand - best known for fish and chip restaurants - will feature on 300g cans of Mushy, Marrowfat and Supa Marrowfat peas, hitting shelves later this month.
Senior brand manager Adil Paracha said: "Peas - especially mushy peas - are an integral part of the fish and chips experience, adding that featuring the Harry Ramsden's name would bring renewed interest to the category." Premier has already taken Branston into beans, relishes and sauces.