>>A ROUND-UP OF THE HOTTEST ACTION IN FMCG


Sara Lee is relaunching its frozen desserts more than a year after the previous manufacturer of the products, Hibernia Foods, went bust.

The brand has teamed up with Country Style Foods to produce Sara Lee Classics desserts, a revised version of the old range featuring 10 signature varieties (rsp: £1.99).

The recipes have been changed to give a more wholesome image, with real cream and butter and new packaging reinforcing an ‘honestly delicious’ theme.



Arla Foods’ Cravendale brand is entering new territory with an added-value milk for adults - Cravendale Hint Of.

The newcomer will come in two varieties, Wild Strawberry and Vanilla. It will be targeted as an alternative to regular milk for use in coffee, on cereals or for pancakes.

Cravendale Hint Of will hit shelves in September (rsp: £1.09), backed by a multi-million-pound campaign.



Loyd Grossman is extending his grocery brand with the launch of a range of creamy pasta sauces and pesto.

Premier Foods, which produces the brand, is hitting the market with Loyd Grossman Creamy Italian Cooking Sauces and two pesto variants from August.

The Loyd Grossman brand is being supported by a £3m TV advertising campaign in 2005.


Sara lee back with frozen desserts

Cravendale hints at added value

Loyd Grossman goes for the cream