Masterfoods is earmarking £9m to back a new ‘Around the World’ advertising campaign to push its Uncle Ben’s cooking sauce portfolio. The move comes as the manufacturer is adding to the range’s Indian, Oriental, Thai and Mexican offerings with a three-strong Mediterranean range.
Rolling out this month, and featuring a new ‘Around the World’ banner on jars, the new Mediterranean offering will be made up of Italian Tomato with Sun-ripened Tomato and Basil, Spanish Chicken with Tomato, and Sweet and Spicy Moroccan Tajine with Saffron.
All three will have an rsp of £1.49 for a 500g jar.
Meanwhile, a new Hoi Sin with Spring Onions offering will join the Oriental sauces range and Rogan Josh with Tomato is being added to the Indian portfolio. Texan Barbecue with Sweet Peppers also debuts in the Mexican range.
Masterfoods is also upsizing two of its existing offerings - Black Bean with Green Peppers from the Oriental range and Thai Sweet Chilli - into 500g jars from 350g portions in a bid to make them appeal more to the brand’s core family market.
New labels across the whole range will feature colourful meal shots and culinary tips to help generate interest and standout on shelf. The ‘Around the World’ activity will include national TV and print ads from October.
A spokesman said: “This investment shows our commitment to the brand and category as a whole.”