Daniels Group subsidiary Farmhouse Fare is intent on moving desserts from the dining table to the sofa with the launch of Lovetub puddings, a range that the company says will re-introduce 25 to 34-year-old women to hot puddings.
Daniels Group Marketing Manager Andrew Ovens says Lovetub, which comprises 300g Caramel and 300g Chocolate puddings that can be eaten straight from the tub, fills a gap in traditional desserts.
“Lovetub are contemporary puddings that introduce everyday indulgence to traditional desserts, designed to make the category more appealing and relevant to younger females who have grown up eating desserts as part of the family dining occasion but no longer shop the category,” he says.
“Lovetubs are the excuse they’ve been looking for to enable them to indulge in desserts once again, positioned at a price point that is premium, but accessible.”
The 300g microwavable Lovetubs, ideal for sharing or for eating on your own, will feature an rrp of £2.99, packed in outers of 6.
Lovetub has already secured listings with Ocado Online, Waitrose, Tesco, Sainsbury’s and the Co-op, with the brand roll-out on shelf from w/c September 13.
National marketing support includes a six-month sponsorship of Sky Movies Drama and Romance TV channel, starting in October this year, as well as competitions, sampling and PR.
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