Premier Foods is expanding its range of Batchelors Pasta ‘n’ Sauce sachets with the introduction of two American style flavoured Mac ‘n’ Cheese products – garlic mushroom and bacon. Using its expertise in world foods, Premier Foods is giving retailers the chance to bring the broad appeal of American favourites to the quick meals and snacks category, where the cuisine has previously been under represented.
There are now more than 141 million Mac ‘n’ Cheese meal occasions each year, growing +31% over the last four years. The US-inspired Pasta ‘n’ Sauce sachets from Batchelors enable retailers to offer their shoppers a new way to enjoy the dish, with delicious flavour combinations to encourage trial.
Adam Woolf, brand director for quick meals, snacks and soups at Premier Foods, comments: “Mac ‘n’ Cheese dishes are particularly popular with younger adults1, over indexing with those aged 16-34. This audience typically want products that offer convenience without sacrificing taste and quality, and prefer dishes and cuisines that they are used to finding in restaurants or food markets. By putting a new twist on the popular Mac ‘n’ Cheese dish, we are meeting those needs and helping to generate excitement in the category, encouraging more shoppers to try the range.
“We are confident that the new sachets will continue the momentum built by the launch of the additional flavours into our Pasta ‘n’ Sauce pot range in April, and drive growth in the category.”
The two new flavours – garlic mushroom and bacon – extend the reach of the Batchelors Pasta ‘n’ Sauce range, where its traditional Mac ‘n’ Cheese products already perform well, surpassing £3million RSV last year across pot and sachet formats. The sachets take only 5 minutes to cook and contain less than 3% fat, with no MSG or artificial preservatives.
The flavoured Mac ‘n’ Cheese sachets follow the launch of the new flavours via Batchelors’ pot snack format in April 2020. The bacon variant will initially be available in Iceland stores from Monday 6th July, with a nationwide rollout later in the year.
 Kantar: 52 w/e 19 May 2019 – Usage – Total Mac N’ Cheese
 IRI Grocery Outlets – 52 w/e 15 Jun, 2019 (Sachet RSV = £2.5m, Pots = £581k)