New launch from Premier Foods targets single serve occasion

Premier Foods is investing in the number one savoury pasta brand this July by launching its much-loved Batchelors Pasta ‘n’ Sauce range into convenient pots.

The Batchelors Pasta ‘n’ Sauce pots range will continue the momentum seen by Batchelors Pasta ‘n’ Sauce packets, currently experiencing +18% growth. The new pots will be available in four delicious flavours – Cheese & Broccoli, Chicken & Mushroom, Mac ‘n’ Cheese and Cheese & Pancetta and opens the brand up to more lunchtime and on the go occasions.

With consumers’ lifestyles becoming increasingly busy, launching the Batchelors brand in a new handy format is an ideal way to offer a solution to those who want quick, tasty and low in fat snacks. The new pots will aim to inject excitement and growth into the category.

Mark Alldred Brand Director of Quick Meals & Snacks at Premier Foods comments: ‘We are really excited to launch new Pasta n Sauce pots. We know Single serve eating occasions are growing at 10% and we are confident that the launch of our Pasta ‘n’ Sauce in a convenient format will have a very positive impact on the category by unlocking new occasions. We have experienced first-hand how successful pot snacks are with 3 million units of Batchelors Super Noodle pots sold in only 14 weeks which has driven incremental sales for the category. The new Batchelors Pasta ‘n’ Sauce range will cater for those shoppers that want a tasty and convenient solution.’