The UK’s leading hot snacking company Kepak Convenience Foods (KCF) is once again highlighting its reputation for innovative NPD with the launch of ZUGO’s Deli Café Pasta Pots.

The microwavable, single portion 300g Pasta Pots are set to add incremental growth to the UK’s hot snacking category, which is now worth more than £100 million*.

“Consumers look to the hot snacking category for exciting and wide-ranging choices. We are constantly seeking new ideas to breathe fresh life into the market,” says KCF Marketing Director John Armstrong. “ZUGO’s Deli Café Pasta Pots introduce a convenient lunchtime pasta alternative that will not only attract new consumers to the category but also offer brand loyalists an alternative to KCF’s existing, market-leading products.”

The launch follows extensive research into consumers’ hot snacking needs.

“At lunchtimes, working adult consumers are looking for high quality, filling products that are quick and convenient to prepare and above all taste good**,” says John. “Pasta Pots meet all these requirements, and as a result will bring incremental profit to the category.”

“Pasta Pots suit multiple usage occasions: consumers will stock up on them for lunches during the week, or eat them at home as an evening snack,” explains John. “As a result, we recommend that retailers position them in both the sandwich fixture and the main fixture to ensure they are making the most of this profit opportunity.”

ZUGO’s Deli Café Pasta Pots (RRP £2.49) will be available in the convenience channel. They are available in two variants: Pasta Bolognese, prepared with basil and red wine, and Pasta Carbonara, made with crème fraîche and smoked bacon. Each is served in a microwave-ready pack complete with a fork.

The launch will be backed by extensive marketing support. This year the £10 million* ZUGO’s Deli Café brand will also benefit from a £1.5 million national TV campaign which started in early May, which will further increase consumer awareness of the product range.

KCF urges retailers to stock up on ZUGO’s Deli Café Pasta Pots today to ensure they make the most of this exciting profit opportunity.

* Source: Nielsen Scantrack 52 w/e 19th Feb 2011

** Source: Cambridge Concept & Product Test; June 2010

Kepak Convenience Foods

Tel: 01772 688300

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