HEADLINES THIS WEEK:
– PREMIER FOODS INTRODUCES SHARWOOD’S NOODLE BOWL
– BRITVIC BOOSTS ROBINSONS RELAUNCH WITH NEW TV CREATIVE
– MARS PETCARE UNVEILS PEDIGREE SMALL DOG RANGE
– GINSTERS LAUNCHES MICROWAVEABLE BREAKFAST RANGE
SHARWOOD’S NOODLE BOWLS LAUNCHED INTO THE POT SNACKS MARKET
Premier Foods has diversified its Sharwood’s brand into the light meals category by pioneering a premium take on the pot snack.
Sharwood Noodle Bowl (110g) offers a premium, yet convenient, solution for time-poor shoppers by combining the number one selling Chinese SKU in Sharwood’s medium egg noodles with the brand’s wet stir-in sauce range.
Packaged in a convenient bowl and accompanied with a spork, Sharwood’s new Asian pot snack range has an rsp of £1.69 and come in four flavours: Chow Mein, Sweet Chilli, Sweet & Sour and Singapore Curry.
Yilmaz Erceyes, category director for cooking sauces at Premier Foods, comments: “With pot snacks currently showing value growth of 4.6% and accounting for 44% of all light meals (Kantar), Sharwood’s is bringing a premium offering to the table that packs the flavours inspired by Sharwood’s most loved Chinese range – all whilst taking just five minutes to prepare.”
Tel: Premier Foods (01727) 815850
ROBINSONS RETURNS TO TV SCREENS
Britvic Soft Drinks has unveiled a new TV creative for Robinsons – the UK’s number one squash brand (Nielsen).
As part of the brand’s relaunch, the commercial reinforces Robinsons’ ‘play thirsty’ ethos by displaying the end tagline: ‘They grow up fast, play thirsty’.
The promotion, which features across all satellite and terrestrial channels, will run until the middle of June, with one 30-second and one 60-second commercial.
The TV campaign also incorporates 10-second films, each delivering news about exciting new flavours in the range, supported by ‘real fruit in every drop’ messaging.
The Robinsons range is also backed by a wider multi-million pound marketing campaign, including out-of-home six-sheet adverts, digital outdoor creatives and online advertising.
Britvic Soft Drinks (0845) 758 1781
NEW PEDIGREE DRY FOOD RANGE ‘TAILORED’ FOR SMALLER DOGS
Mars Petcare has revamped its Pedigree portfolio by launching a new dry food offering, available in both adult and puppy formats.
Packaged in 900g, 1.4kg and 2.7kg packs, with an rsp of £2.59, £3.99 and £6.99 respectively, Pedigree Small Dog comes in two smaller kibble variants (Beef & Vegetables or Chicken & Vegetables), both of which cater for smaller mouths.
With approximately 40% of the dog population currently categorised as ‘small dogs’, the new range is tailored to meet the nutritional needs of small dogs, with antioxidant vitamin E, zinc, Omega 6 and B vitamins.
Tel: Mars Petcare: (0800) 738800
GINSTERS TARGETS ON-THE-GO BREAKFAST MARKET
Ginsters has expanded its savoury portfolio by announcing the launch of its first-ever microwavable breakfast range.
The initial two SKUs – Bacon Roll and Breakfast Wrap – will be released into the convenience, impulse and forecourt channels on 22 April, with an rsp of £2.49 and £2.99 respectively.
Linda Evans, sales and marketing director, comments: “The new Ginsters Breakfast range offers a quality ‘microwave eat hot’ solution from a trusted brand, known for its quality, responsible sourcing and provenance.
“To maximise profitability, the range should be merchandised in the chilled fresh sandwich fixture, close to the in-store microwave with clear PoS sited in front of the product. Offering the range as part of a meal deal with coffee – the key breakfast driver – will help drive upweighted morning spend.”
The growing breakfast market is currently worth £3.6 billion, according to him!, with 24% of UK adults now purchasing breakfast on-the-go on a weekly basis.
The launch will be supported by a social media campaign, in-store PoS and merchandising activity, to help showcase Ginsters’ breakfast range to busy morning consumers.
Tel: Ginsters: (01579) 386200Published Date: April 10, 2015