The Loyd Grossman brand is to expand its range beyond jarred sauces for the first time, with a new range of premium Italian pasta sauces and Mediterranean rice kits - backed by the brand’s biggest ATL investment in 15 years from October.
The new sauces span signature Bolognese, Creamy Mushroom, Creamy Tomato & Chilli, with each built from three pouches combined in stages, mirroring how chefs layer flavour in restaurant kitchens. They carry RRPs of £3.75.
The rice kits, meanwhile, come in Smoky Spanish Style Paella and Creamy Mushroom Risotto, and both are ready in 12 minutes. These also carry RRPs of £3.75.
The new ranges will be supported by Loyd Grossman’s biggest advertising investment in 15 years, with a new creative platform rolling out across YouTube, social media, radio and OOH in October and November, followed by a second burst in January and February 2027 focused on the core range.
Rob Watson, global cuisines brand director at supplier Premier Foods, said: “This launch is about genuine innovation - giving shoppers a reason to trade up and retailers a genuinely incremental range, backed by the biggest investment we’ve put behind the Loyd Grossman brand in 15 years.”
Grossman added: “My premium pasta sauce and rice kits are made with ingredients that capture my love for Italian and Mediterranean flavours. We cook these sauces in stages, the traditional way, for real depth of flavour, to help you create quality dishes at home in minutes.”
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