Bisto Bangs the Drum for Great British Classics

• Premier Foods is introducing its first range of seasoning mixes in the iconic drum format
• The flexible format is unique to the category and allows greater control over flavour intensity and portion sizes
• With the packet mixes category worth over £100m per year, the new format will drive category growth through increased frequency and by attracting new shoppers

Premier Foods, the maker of Bisto – the Nation’s favourite gravy brand – is set to drive incremental growth in the flavourings and seasonings category, with the launch of a new range of seasoning mixes in the brand’s iconic drum format. Three SKUs will be available at launch; Chilli Con Carne, Chicken Casserole and Spaghetti Bolognese. Giving shoppers greater flexibility and control over portion and taste than established flavour mix sachets, the new Bisto range helps consumers to make delicious British classics quickly and easily at home.

Packet mixes equate to £100m of the £750m flavourings and seasonings category[1], and Bisto is aiming to drive category growth by attracting new shoppers to the category, while also driving expandabilitythrough usage across more meal occasions.

The launch is seeking to replicate the success of Bisto Pour Over Sauces drums, which are outperforming the category, growing at +15.4% YoY[2]. Extending the popular format to seasoning mixes for the first time gives Bisto a distinctive placeand clear stand out on shelf, where existing products are only available as sachets.

Savan Sabharwal, Marketing Controller for Flavours & Seasonings, comments:“We know that shoppers have less time to create delicious meals from scratch during the week, and don’t want to have to buy countless ingredients to bring classic dishes to life. Bisto Seasoning mixes offer excellent versatility, providing consumers with guaranteed results and the ability to flavour with confidence, no matter how few or many are at the dinner table.”

The new range will be available in Morrisons stores from 23^rd September, with three SKUs – Chilli Con Carne, Chicken Casserole and Spaghetti Bolognese – each coming in a 170g drum (16 servings) with an MSSP of £1.65 per unit.

[1] IRI w/e 18^th Sept

[2] P52W (18^th Sept 2019)