This festive season, Premier Foods has expanded its range with limited edition products across its Bisto, Oxo and Paxo brands. Bisto Pigs in Blankets gravy, Bisto Crispy Roast Potato seasoning, Bisto Best Turkey & Cranberry gravy, Paxo Turkey & Bacon flavour stuffing and Oxo Turkey stock cubes have rolled out across supermarket shelves. Featuring a standout Christmas pack design, the products have already started creating a stir on social media and will help retailers attract a wide range of shoppers who are looking for inspiration to create tasty meals and memorable moments over the festive period.
The limited-edition launches aim to create opportunities for shoppers to trade up on the brands that they know and love and help retailers capitalise on demand for convenient and inspirational alternatives that offer something special during the festive season. 66% of UK adults find traditional products with a twist appealing1 , making new flavour options essential to keep shoppers engaged.
The flavours and seasonings category plays a crucial role at this time of year. Bisto, Paxo and Oxo remain to be the go-to brands for the festive roast, with almost one in two of every UK household buying the brands at Christmas2 . Additionally, consumers are likely to trade up from their usual products, making the Bisto ‘Best’ range a must stock. The Bisto Crispy Roast Potato Seasoning and Bisto Best Turkey and Cranberry Gravy are also two options that will appeal to people looking for a more premium alternative. On average, during the four-week period in December, Premier Foods’ portfolio sees a 7.7% increase in purchase (units) of the Bisto Best range versus the rest of the year.
The Bisto Pigs in Blankets Gravy and Paxo Turkey and Bacon Flavour stuffing will allow consumers to maximise enjoyment around the iconic pigs in blankets flavours that are extremely popular during the festive period. More than 128 m pigs in blankets are consumed on Christmas day alone3
Helen Touchais, brand director for flavourings and seasonings at Premier Foods, comments: “New product development plays a key role in Premier Foods’ growth strategy and offers choice, which is especially key at Christmas time when shoppers are looking for ways to further enhance their cooking to create delicious meals for the special occasion. Bisto is a roast dinner essential and a leading brand in the category4 and we expect consumers to turn to it even more so at Christmas for trusted quality and flavour. The new launches will bring additional fun and excitement to the classics during festive celebrations and encourage increased basket spend.”
The mealtime occasion does not end with the Christmas dinner and turkey sandwiches are also a favourite for Brits, with a total of 11.4 million turkey sandwich occasions taking place in January 20225 . With 7.9m slices of turkey wasted every year6 , Premier Foods wants to encourage consumers to create meals with their leftovers and reduce food waste. The Oxo Turkey Stock cube is returning, and ideal to help create a range of recipes using Christmas leftovers including turkey curry, stew and soup and still ensure maximum flavour.
The Christmas range will be supported by in-store activities to help drive awareness during the festive period.
1 IGD ‘Christmas Unwrapped 2019′ and IRI unify BI
2 IGD ‘Christmas Unwrapped 2019′ and IRI unify BI
3 Brig Newspaper “Christmas Food: Pigs in Blankets”, 5 th December 2020, Christmas food: Pigs in blankets – Brig Newspaper
4 Kantar, 12 w/e 26th December, F&S Penetration (Combining Bisto, Oxo & Paxo brands)
5 Kantar, Usage, Millions of occasions Turkey Sandwiches 12 w/e 23rd January 2022
6 Unilever’s Project Sunlight #clearaplate campaign, 2015
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