BATCHELORS LAUNCHES CUP A PASTA

September 2nd, 2010

Premier Foods hopes to drive sales in the hot snacks category with the launch of the new Batchelors Cup a Pasta range from this month.

Batchelors is launching Cup a Pasta at a time when there is increasing consumer demand for convenient, flexible meal solutions, providing a strong incremental sales opportunity for retailers by leveraging the biggest name in hot snacks.

The hot snacks sector, worth £285m, is currently in growth (+3%); Batchelors is the No. 1 brand in the hot snacks category with a forty four percent share.

The new Batchelors Cup a Pasta is a warm, filling pasta snack made in a cup, hoping to prove as popular as Cup a Soup in the up-coming colder months.

Each product in the four strong range has less than 2% fat and takes only 4 minutes to prepare, consumers just have to add boiling water and stir.

Available in Chicken, Tomato, Creamy Cheese and Roast Vegetable flavour the range is sticking to traditional flavours that consumers will be familiar with.

The launch hopes to demonstrate that Premier Foods has a commitment to delivering innovation and driving category growth.

Jo Marshall, Batchelors Senior Brand Manager said:

“The new Cup a Pasta range is for the growing number of consumers looking for a quick, convenient snack but are not prepared to compromise on taste.

It’s perfect for home or work. It has performed extremely strongly in consumer taste tests and compliments our already successful range.

Its easy to make, filling and with less than 2% fat per serving it ticks all the boxes for consumers looking for hot snacks. We are confident the range will be key in driving growth in the category. Retailers should stock up now to get the full sales benefit from this tasty new offering.”

Batchelors Cup a Pasta will be supported by in-store and online activity to drive awareness and encourage trial.

Batchelors Cup a Pasta has an RRP of fifty pence and is available this month.

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