Premier Foods is expanding its flavourings and seasonings portfolio in the lead up to Christmas with two new launches: limited-edition Oxo Turkey stock cubes and Paxo Low-Salt Stuffing. Inspired to give shoppers more choice, the products are ideally timed to suit a range of different needs this festive season.
Helen Touchais, Brand Director for flavourings and seasonings at Premier Foods, comments: “As we fast approach the festive season, we know many shoppers will be on the lookout for products that will enhance meals they might be sharing with family and friends this Christmas. At a time when they want to treat loved ones to the very best, new products from well-known and trusted brands such as Oxo and Paxo will certainly stand out.”
The limited-edition Oxo Turkey stock cubes aim to target home cooks over the festive period who enjoy scratch cooking and are looking for a convenient way to add more flavour to their meals, including the 38% of shoppers who make their own gravy from stock at Christmas[1]. Following a challenging time last year, with restrictions in place for many, people are set to make celebrations bigger than ever this time around, including the food they serve and enjoy.
Touchais continues: “Across categories we are seeing healthier options and meat-free alternatives grow in popularity as consumer demands evolve. It’s important that these shoppers also have choice, especially when it comes to brands they are familiar with. Our Paxo low-salt stuffing will ensure that those looking to reduce salt intake or want healthier options are catered for this Christmas and beyond.”
Reduced salt products currently make up 6.8%[2] of the flavourings and seasonings category, often appealing to a typically younger shopper, presenting an opportunity for growth in this area. One in two shoppers admit they are trying to reduce their salt intake, with lower salt products having seen biggest unit growth over the last five years, compared to other healthier ranges2. Paxo low-salt stuffing responds to consumer needs to help reduce salt intake, while still being able to enjoy a delicious accompaniment from a trusted brand. The existing reduced salt lines from Bisto and Oxo account for 87% of reduced salt category sales[3], showcasing strong consumer demand.
The latest products from Oxo and Paxo will be available across major supermarkets from this month. The launches will also be supported by in-store promotional activity to help make them unmissable to shoppers throughout the seasonal period.
[1] Toluna; Oxo EPD Dry Flavours, 183 respondents, Jan 2021
[2] IRI Grocery Outlets, 52w/e 15.05.21
[3] IRI Grocery Outlets, 52w/e 15.05.21
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