EPICURE LAUNCHES NEW PRODUCTS
Petty Wood & Co Ltd, owners of the iconic Epicure brand have added a real point of difference to the ambient pulses and beans category by taking the first steps in moving away from the traditional can or jar format.
Their new range will instead come in innovative and vibrant new style packaging, complete with chef inspired recipe ideas that also allow consumers to see the product.
Brand Manager, John Holland-Pemble explains; “Epicure has based its philosophy on the pleasure of good food since 1891 and this is the next step in the brand’s evolution to cater for the every changing consumer and trade environments.
“Our new range carries the strapline ‘for creative cooks’ and that’s exactly the market we’re targeting. Our research has shown that a growing segment of consumers of all ages are becoming more cosmopolitan in tastes and are keen to prepare good food as long as it remains fun and doesn’t take up too much of their time. They are increasingly aware of different ingredients and their uses, leading them to experiment with traditional recipes by adding their own twist.
“To coincide with the product launch, our new website www.creativecooks.info will go live. This will be a forum for creative cooks to gain inspiration, post and review recipes and swap cookery tips. The site will also feature competitions, a ‘what’s in season’ and a ‘cooks calendar’ section. We’re certain that the new online community will experience rapid growth over the coming months.”
The first products in the new ‘creative cooks’ range will consist of Tuscan Bean Mix with Pearl Barley, Mediterranean Bean Mix and Rustic Six Bean Mix and will be available in Sainsbury’s and leading independent stores from the end of May with a SRP of £1.99 per 450g pack.
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