BATCHELORS LAUNCHES NEW FLAVOURS
Premier Foods’ Batchelors, is extending its range with new flavours and packaging revamps. Super Noodles, Super Noodles to Go, Pasta ‘n’ Sauce and Savoury Rice ranges will all be refreshed 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 Beef and Mushroom, plus the new Thai Green Curry and Spicy Curry, will be introduced to the Super Noodles To Go range.
To support the Super Noodles NPD, Batchelors is running promotional activity in July and September, which includes a full PR and consumer promotion campaign plus Fresher’s Week sampling of 200,000 of the new flavours across a range of universities.
Batchelors is also looking to modernise the Pasta ‘n’ Sauce brand, by introducing four wholegrain Pasta ‘n’ Sauce SKU’s, and bringing in some contemporary Mediterranean flavours to the range – Creamy Carbonara; Creamy Tomato & Basil; Mediterranean Vegetable and Garlic & Herb.
To give the new products stand out on shelf and to modernise the brand, new fresh looking packaging will be introduced across all, Pasta ‘n’ Sauce and Savoury Rice lines. Pilau, Mexican and Thai varieties will also be incorporated into the Savoury Rice range.
Senior Brand Manager on Batchelors, Nigel Thomson, says: “The new look packaging and NPD has had a great reaction from consumer research, we are confident this move to introduce a raft of contemporary new flavours will have a positive impact upon sales across the whole Batchelors portfolio and make them a must stock brand.”
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