Loyd Grossman is bringing a new format to its range with two Stir-In Sauces that offer consumers a premium product to create a restaurant pasta experience at home. Launching in June, the non-HFSS sauces contain no-added sugar and are available in Tomato & Mascarpone and Sundried Tomato & Basil. The range provides a deeper, more intense flavour to help consumers create restaurant-quality pasta dishes themselves.
Nearly two-thirds of consumers have chosen to reduce the amount spent on eating out[1], while producing high quality meals at home still remains a priority[2]. The brand also identified that at home pasta occasions in the UK have become functional, with sauces delivering great taste but not replicating the authentic Italian experience of a lighter coating and greater enjoyment.
Loyd Grossman’s new range has been introduced to provide an alternative experience to the classic pasta sauces. The products offer a deeper, more intense flavour and create a lighter pasta coating that is more aligned to restaurant dishes. The Loyd Grossman Stir-In Sauces also use a different cooking method and are designed to be stirred through hot pasta to preserve the al dente texture.
As a segment, Italian stir-in sauces have seen huge growth in the last 12 months, with a 24.9% increase in value sales. The segment is also outperforming the Italian Sauces and Total Italian categories[3]. In line with consumers’ desire to create a restaurant quality, authentic experience at home, the cooking sauces category has also seen a demand for premiumisation, with Stir-In Sauces in growth as consumers are more willing to trade-up on sauces[4]. Loyd Grossman is well positioned to capitalise on this with a new format that looks to drive people into the category and entice loyal brand customers too.
Andrey Sokirkin, global marketing director, cooking sauces at Premier Foods said: “The new Loyd Grossman range will answer the growing consumer demand for premiumisation in cooking sauces, with Stir-In Sauces that offer authentic and distinct flavour options for a restaurant-worthy meal at home. The Stir-In Sauces are also HFSS-compliant to appeal to more health-conscious consumers – and ensure retailers can display them anywhere in-store for maximum visibility. By bringing both a high-quality and better-for-you experience, the sauces will attract new and loyal customers looking to try something new from a trusted brand that is known for its quality cooking sauces.”
Loyd Grossman Stir-In Sauces are available in 185g jar format and at a MRSP of £3.50. The range will be available in Morrisons in June before being available more widely in July.
[1] The Guardian, 3rd April 2023, https://www.theguardian.com/business/2023/apr/03/half-of-all-uk-consumers-have-cut-non-essential-spending
[2] The Guardian, 3rd April 2023, https://www.theguardian.com/business/2023/apr/03/half-of-all-uk-consumers-have-cut-non-essential-spending
[3] IRI, All Outlets GB, Value Sales % Change vs YA, 52 w/e 27 May 2023
[4] IRI, All Outlets GB, Value Sales % Change vs YA, 52 w/e 27 May 2023
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