Premier Foods is taking the Bisto brand into the stock pots category.
Bisto’s new ‘premium and affordable’ Bisto Stock Melts come in chicken, beef and vegetable flavours.
The Bisto range launches mid-August with an rrp of £1.89 for six pots, and will be up against products including Tesco’s recently launched own-label eight-packs with an rrp of £1.99 and Knorr Stock Pots with an rrp of £2.19 for eight.
The pack size of Stock Melts had been designed to benefit the economic environment.
Innovation controller Libby Newcombe said:
“Stock represents a credible short-cut for home cooking and there is a clear opportunity to grow the category.”
Premier’s experience in the stock category with its Oxo brand, combined with Bisto’s heritage in gravy, provided a background for Bisto Stock Melts to grow the category further.
Premier is supporting the launch with a £3m marketing campaign starting in September including TV, press, in-store and online activity.
The announcement comes shortly after rival Knorr revamped its own stock pots range.
Unilever announced it is spending £2.3m marketing its Knorr Stock Pots in 2012, and would be launching a new TV advert.
It has just begun rolling out eight-packs of Stock Pots in a new vertical format and extended the Rich Beef variant into four-packs.