HOMEPRIDE LAUNCHES LARGER JARS
Premier Foods, is set to drive sales of cooking sauces with a larger size Homepride Pasta Bake jar (a family sized 720g jar) which will see loyal consumers trading up to this larger pack size.
Premier Foods says it has recognised that there is a £2.3m incremental sales opportunity in offering its Homepride Pasta Bake in a 720g jar as well as the traditional 500g jar. Pasta Bake sales over index with larger 3+ households and Premier has recognised there is an opportunity for a bigger family-sized jar which will serve 4-5 as a family meal.
This size better meets the needs of consumers who are large young families looking for a good value mid-week meal. Homepride will be launching this larger format in its two fastest selling SKU’s – Creamy Tomato and Herb or Creamy Tomato and Bacon with an RRP £1.99.
The Italian Pasta Bake category is valued at £19.8m and is outperforming the market with growth of +20%, Homepride is the clear brand leader in Pasta Bakes with a 60% share of the category.
Homepride has also launched an on-pack promotion which is set to run until September 2009 across its entire canned range.
Designed to encourage brand loyalty and increase sales the ‘Fred’s Kitchen Collectables’ is a range of quality kitchen accessories designed to make life a little easier and a lot Freddier! With consumers’ increased interest in retro products set to continue this year, Homepride is confident that the classic Fred collectables will prove popular.
A token collect promotion, there is one Fred’s Token on every can. Consumers simply collect the required number of tokens and send off with payment and completed application form (found on the reverse of promotional labels) to receive one of the Fred themed Kitchen Collectables, including Tea Towels, Aprons, Kitchen Timers and Salt and Pepper Pots.
In addition, Homepride has given its consumer website www.homepride.co.uk a complete refresh tailored to consumers interest in recipe ideas. The site has been updated to a more contemporary and ‘foody’ site with the brand ambassador Fred the star. It offers a recipe search tool, a product search and all details of Fred Collectables on the site.
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