Premier Foods has launched two new, premium pasta products under the Batchelors brand, the UK’s number one pasta brand in the Quick Mean Solutions (QMS) category[2]. The Batchelors Pasta ‘n’ Sauce Chef’s Special range taps into the vast potential that the evening meal-in occasion has to offer, whilst continuing to offer shoppers the convenient, quality, and practical products they require.
Pasta ‘n’ Sauce Chef’s Special, which is available in Creamy Four Cheese and Caramelised Onion and Smoky Bacon flavours, is perfectly placed to introduce indulgence to the QMS category. Consumers are demanding evening meals that suit their busy lifestyles and deliver on taste and quality. What’s more, the demand for Italian food at the evening meal occasion is significant, with an 8.7% share[3]. As such, Batchelors Pasta ‘n’ Sauce Chef’s Special is the perfect solution for shoppers looking to treat themselves to a premium product that also delivers on convenience – addressing the growing demand for quick and easy Italian evening meal options.
In addition, the evening meal-in opportunity now makes up 21% of all in home occasions[4]. Batchelors Pasta ‘n’ Sauce Chef’s Special answers the untapped gap in the market, offering customers a range of convenient and premium products from a brand they recognise and trust, with 1 in 3 households consuming Batchelors QMS[5].
Naomi Shooman, Brand Director for quick meals, soups and snacks at Premier Foods, says: “We want to provide our customers with a new, more premium option that delivers on flavour – whilst still offering the convenience and practicality that they are looking for within the category. The evening meal occasion continues to thrive – having grown 8% in the past year[6]. It is therefore an ideal opportunity for retailers to add to their range and with Batchelors Pasta ‘n’ Sauce Chef’s Special, retailers can offer customers a suitable, premium option for quick and tasty adult meals.”
Pasta ‘n’ Sauce Chef’s Special in Creamy Four Cheese Pasta and Caramelised Onion and Smoky Bacon Pasta is now available in Morrisons at £1.29.
[2] IRI total market 52 w/e 23rd July 2022
[3] Kantar, usage occasions, 2021
[4] Kantar Usage panel, Jan-May 2022 millions occasions, Total Food and Drink, Total IH/CO occasions
[5] Kantar Total Market 52 w/e Sept 2021
[6] Kantar, usage occasions, 2021
Comments are closed.