Premier Foods is introducing reduced sugar versions of some of its most popular Sharwood’s stir fry sauces, aiming to appeal to health-conscious consumers at a time when many continue to prepare meals at home. Available in-store from 15th September, the three-strong range comprises of flavours such as Sweet & Sour, Sweet Chilli & Garlic and Chow Mein, now with 30% less sugar than the category average.

The move comes following the success of Sharwood’s reduced sugar Sweet & Sour sauce, which is available in a glass jar and continues to grow at +92.2%[1]. The new range is rolling out in a two-person sachet format, unlocking further stir fry occasions for smaller households. With health now accounting for over one in four of all food and drink choices[2] and stir fry products growing ahead of the total oriental category[3], it is the ideal time for Sharwood’s to expand with reduced sugar options. Healthier cooking sauces are also specifically seeing continued growth, attracting more shoppers and seeing them buy more often year-on-year.[4]

Andrey Sokirkin, Brand Director for cooking sauces, comments: “Sharwood’s has been leading the way in offering consumers healthier alternatives to their favourite Indian and Oriental meals. Our recent innovations in this area have delivered strong additional sales for our retail partners and we are excited to introduce new reduced sugar stir fry sauces. The range will offer health conscious shoppers more choice in the cooking sauce aisle – while being substantially lower in sugar than the category average, they still deliver on great taste, something that Sharwood’s is well known for.”

The new reduced sugar stir fry sauces range includes Sweet & Sour, Sweet Chilli & Garlic Chow Mein. The launch is being supported by in-store activation and the 120g sachets will carry an MRSP of £0.79.

[1] IRI, 52we 8th August 20

[2] Kantar Usage Panel, 52w/e 17th May 20, in home & carried out Total Food & Drink

[3] IRI, 52we 8th Aug 20

[4] Kantar Worldpanel Purchase | 52 w.e. 11th August 2019 | Manual Definition of Health

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