Premier Foods is relaunching its Oxo brand into the growing wet stock market with the roll-out of a white wine stock pot, new look packaging and revamped recipe across the range. Available in grocery stores from the end of May, Oxo Stock Pots aim to drive growth in this area by bringing the brand’s large shopper base to a developing part of the category.

As a leading brand in the stock pot category with a brand penetration of around 40%[1] and total stock category penetration of 73%[2] Oxo is trusted by shoppers, with its products known for their quality and family-friendly flavours. With the launch of its White Wine variant – the expanded Oxo range will meet growing demand for new flavours, while also opening up a sales opportunity for retailers with 1.5 billion stock occasions currently taking place each year[3]. Delivering tasty flavours that cater to a wide range of meal occasions that suit flexitarian and vegetarian diets, the range will also help retailers to broaden the appeal of vegetarian foods.

Helen Touchais, Brand Director for flavourings and seasonings at Premier Foods comments: “The trend towards scratch cooking continues to grow, with shoppers keen to experiment with new dishes, cuisines and products from brands they know and trust. The Oxo brand is well-known for delivering high-quality, bold flavours that are ideal for family meal occasions. Its idespread appeal is expected to bring in new shoppers who are looking for an indulgent yet convenient meal option.

“The launch also comes as shoppers are turning towards flavoursome yet easy-to-prepare dishes to meet current lifestyle needs, with each product in the range offering new enhanced taste; a health element with variants having a reduced salt content; and modern packaging to make the stock easier to decant for a heightened experience.’’

Oxo’s revamped wet stock range has a modern pack design that will bring new shoppers to the sector, while also providing greater stand-out on shelf. The launch will be supported by in-store activations across the grocery channel with a TV advertising campaign later in the year.

In addition, Oxo is expanding its repertoire with rubs and marinades that will be available from 9th June and come in three delicious flavours each: Sizzling Shawarma, Smoked Hickory Chipotle and Deep Cajun Rubs while Oxo marinades will be available in three variants: Sticky Teriyaki, Honey Glazed and Sweet & Tangy BBQ. 

[1] Oxo brand penetration – 42.2% – Kantar 52 w/e 24 Jan 2021

[2] Total market Ambient stock penetration – 73.1% – Kantar 52 w/e 24 Jan 2021

[3] Total market ambient stock occasions – 1.558 billion – Kantar 52 w/e 21 Feb 2021

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