FDBusiness.com

Premier Foods, the British convenience foods group, is introducing some tasty innovation under its Bisto brand, aiming to drive category value with the launch of Bisto Best ready-to-use Beef and Chicken Gravy. Made with real meat juices, the new range is rolling out from March and offers all the flavour and quality of Bisto Best in an even more convenient format. The Bisto Best range is currently in growth at +5.2%1, demonstrating that people are willing to pay more for quality products from well-known and trusted brands.

Premier Foods is set to drive value growth within the flavourings and seasonings category through its Bisto Best range, with the introduction of two ready-to-use rich gravy variants. Rolling out in the grocery channel from March, Bisto Best Rich Beef and Succulent Chicken gravy pouches offer shoppers a convenient solution to enhance both everyday mid-week meals and special occasion roast dinners. With the ready-to-use gravy category growing at +10.5% year-on-year , and ambient gravy driving this growth, the brand is perfectly placed to help retailers capitalise on this opportunity.

As the UK’s number one gravy brand, currently worth £106 million, Bisto is a key growth driver within the total flavourings and seasonings category. With Bisto Best in growth ahead of the category, the new ready-to-use Beef and Chicken gravy pouches will encourage existing shoppers to trade up, whilst also attracting new people to the sector. Ready-to-use gravy consumers tend to be younger and more affluent versus the total market . When they are under pressure to prepare the perfect meal for friends or family, they are looking for something extra special to bring to the table. They want to use convenient products from trusted brands that are guaranteed to deliver delicious results.

Helen Touchais, Brand Director for flavourings and seasonings at Premier Foods, comments: “The value growth we are seeing within the gravy sector is being driven by people shopping for better quality gravy. Bisto Best continues to perform well as a result, and the launch of ready-to-use gravy is the logical next step to drive the category. Last year we introduced our Bisto Best ready-to-use gravy sauces and the range is already performing strongly after only six months in market, showcasing an appetite for time saving products.”

She adds: “We know that the mid-week roast dinner occasion is gaining momentum as modern families move away from the Sunday tradition. This creates a further opportunity for Bisto to offer reliable, great quality products that are also quick and convenient to use.”

The gravy simply needs heating in the microwave or on the hob, to add flavour and succulence to a roast dinner and each pouch contains four servings. The range has modern packaging with a window so that the product can be seen on shelf, and will carry an MRSP of £1.99. The launch will be supported via in-store activation, in addition to TV advertising for Bisto Best later in the year.