BATCHELORS LAUNCHES NEW FLAVOURS AND REVAMPS PACKAGING
Premier Foods’ leading convenience brand, Batchelors, is extending its convenience range with a raft of new flavours, a packaging revamp, and product reformulation. Super Noodles, Super Noodles to Go, Pasta ‘n’ Sauce and Savoury Rice ranges will all be extended to drive baseline growth, and entice new customers into the brand.
Three new Super Noodles flavours will be added to the hugely popular range – Thai Green Curry; Spicy Curry and Low Fat Chilli Chicken. In addition, favourite, Beef and Mushroom; plus the new Thai Green Curry and Spicy Curry will be introduced to the Super Noodles to Go stable.
To support the NPD, Batchelors is running promotional activity in April, July and September, which includes a full PR campaign plus Fresher’s Week sampling across a range of universities.
Batchelors is also improving the health credentials of the Pasta ‘n’ Sauce brand, by introducing four wholegrain Pasta ‘n’ Sauce SKU’s – Creamy Carbonara; Creamy Tomato & Basil; Creamy Mediterranean Vegetable and Garlic & Herb.
Pilau, Mexican and Thai varieties will be incorporated into the range.
To give the new products stand out on shelf and to modernise the brand, new fresh looking packaging will be introduced across all Super Noodles, Pasta ‘n’ Sauce and Savoury Rice lines.
In addition, with health conscious consumers top of mind, Batchelors will be significantly reducing the salt levels of its products by up to 60% across all its SKU’s.
Marketing Manager on Batchelors, Michael Gillane, says: “The new look packaging and NPD has had a great reaction from consumer research, and in addition addressing the reformulation issues which taps into the heightened consumer awareness of health issues within the convenience category has also been well received. Consumers are becoming increasingly aware of the salt levels within their food and so we are confident that the move to decrease the salt levels in our products will have a positive impact upon sales across the whole Batchelors portfolio.”
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