FDBusiness.com

UK food group Premier Foods is investing in its Batchelors brand and moving it into the microwaveable ambient pots market for the first time in response to consumer demand for healthier, more convenient meal solutions. Three brand new product ranges, Batchelors High Veg Pots, Soup & Dippers and High Protein Pots, will be available in stores from mid-October and supported by a multi-million pound TV ad campaign kicking off in the New Year.

Yilmaz Erceyes, Brand Director for Savoury Meals at Premier Foods, comments: “We are seeing demand for convenient, time-saving products, but consumers are no longer willing to compromise on taste and nutritional value. These great tasting, single portion pots are ideal for lunchtime and deliver one of your five a day. The move into microwaveable ambient pots for Batchelors is an exciting opportunity for retailers as individual, ambient pots are growing at +9% . With the quick meals, snacks and soups category having an impressive 92% household penetration, we are targeting a broad range of shoppers.”

Batchelors High Veg Pots will be available in six tasty flavours, including Spinach Fusilli with Garlic & Mushroom Sauce and Red Pepper Noodles with Sweet Chilli Sauce – building on the popularity of Mediterranean and Oriental flavours.

Erceyes continues: “Our consumer testing has been invaluable, with excellent results that give us the confidence there is a place for these new pots within the market. Both the High Veg Pots and Soup & Dippers achieved outstanding scores when tested with consumers, which is very promising for retailers as only 10% of new products achieve this rating.”

Batchelors Soup & Dippers is designed to provide shoppers with new inspiration for lunchtime and aims to help increase average spend within the soup sector. Following insight that 41% of total soup occasions includes some type of bread or roll , the products offer thick, chunky soups with crispy bread croutons seasoned with black pepper. The range will be available in six flavours, including classics such as Tomato & Basil and Carrot & Coriander.

The new Batchelors trio is completed with the introduction of High Protein Pots. Shoppers are increasingly seeking healthier alternatives in convenient products, and these pots are helping retailers keep up with the trend for added value products. Protein rich products continue to gain momentum with beans, grains and lentils becoming more mainstream. The range will launch in four flavours, including Mexican Bean Chilli and Moroccan Chickpea Tagine.

The new products from Batchelors directly support two of Premier Foods recent health commitments to encourage healthier food choices, specifically its pledge to launch nutritious new products with higher levels of fibre, protein and macro nutrients and ensure at least three-quarters of the new products in its Grocery portfolio are ‘better for you’ choices.