MARS DISCONTINUES PURASIA ETHNIC MEAL KIT RANGE
PurAsia was Mars’ first new brand in nine years and was intended to win over the ‘gastrosexual’ market.
The range consisted of two Indian, two Chinese and two Thai kits and were given an exclusive listing in Tesco in order to create a premium feel rather than a mass roll-out.
Marketing Director Paul Aikens was reported to say “The products were supported with a £1m campaign but the sales didn’t reach the required hurdle rate. “We have decided to withdraw PurAsia from the marketplace as we did not achieve the sales levels that we had planned.”
The strategy was to provide premium products which would be better than the category competition and aimed at restaurant standard, but the view is that the £3.29 rsp was too rich for consumers in the current economy.
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