Premier Foods has extended its Loyd Grossman brand with the launch of Pasta Italia - a range of pots and sachets designed for consumers who want a meal or snack on-the-go.
Following the roll-out of its Batchelors super noodles pots last year, the introduction of Loyd Grossman in a pot format marks the first time the brand has expanded into the food-to-go market.
Worth £454m [Kantar, 52 w/e 19 May 2019], the growth of the quick meals and snacks category has been driven by potted variants in recent years.
Available in three flavours: sundried tomato & basil; sundried tomato & chilli; and creamy chicken pesto, the Loyd Grossman Pasta Italia range will also come in a sachet format to appeal to those looking for a lunch or dinner solution at work or at home.
Each product in the Pasta Italia range (rrp £1.49) contains ingredients chosen to deliver authentic flavours and come in case sizes of eight.
Steve Kelly, convenience channel director at Premier Foods, said: “Shoppers trust the premium quality of Loyd Grossman sauces and the Pasta Italia pot format brings relevance to the convenience channel, helping retailers to tap into the on-the go eating trend and providing consumers with a convenient meal solution. Innovation of new products is the number one driver of pots growth [IRI Major Mults 52 w/e 6th October 2018.], with people willing to pay more for authentic flavours, so we’re confident that the new range will appeal to consumers and provide a real taste of Italy.”