- Premier Foods has expanded its iconic Bisto gravy into new microwave ready pot formats
- The microwavable pots deliver the same great taste as the nation’s favourite gravy every time and are ready in just one minute
- Bisto is the UK’s no.1 gravy brand; the new, more convenient, format will unlock a whole host of new mid-week usage occasions for gravy
Premier Foods – the maker of the nation’s favourite gravy brand – is launching microwave ready gravy pots to its Bisto range, delivering the same great taste in a new, more convenient format. With the pots being microwavable and ready-to-pour in just one minute, they provide an ideal mid-week solution for solo meal occasions, fragmented family mealtimes and for people with busy lifestyles.
Bisto has been at the heart of family mealtimes for over 100 years and its 79% share of the ambient gravy market showcases the value and trust shoppers have for the brand. As a brand that is bought by 53% of UK households, this latest innovation allows retailers to offer a simple solution to shoppers seeking greater convenience. In-home usage tests during product development showed a +54% increase in incremental usage occasions, meaning the new format will increase purchase frequency and drive category growth.
Kate McGrath, brand manager for Bisto, comments: “People’s lifestyles are constantly changing and it’s impacting the way we eat; busy lives are leading to the need for more and more convenient meal solutions. This format enables people to enjoy the product in more ways than before and is perfectly suited to mid-week mealtimes of all types.
“With roughly one million meal occasions that could, but don’t currently, include gravy – such as pies, sausages & mash, and roast dinners – this convenient pot format is the solution to unlock these new usage occasions within gravy.”
The first-of-its-kind new format is available in traditional and 25% less salt variants, with each pack containing 4 x 100g individually portioned pots and carrying an MSSP of £2.49. The cardboard sleeve and plastic pot are fully recyclable.
The product will be available across Asda stores from 11th July and other major supermarkets later this year, supported by PR, social media and significant in-store activity.
 Value Share from IRI | Grocery Outlets | 52 w/e 22nd June
 Kantar World Pannel 16th June 52 week data