Premier Foods has expanded its Bisto Made Simple line-up with two new sub-ranges.
Rolling out now to retailers including Asda, Sainsbury’s, Morrisons and The Co-operative Group, the line-up comprises two flavours of Tray Bakes (rsp: £1.29) - Barbecue Chicken and Lemon & Thyme - and three varieties of Hob Tops (rsp: £1.29): Chicken Supreme, Chicken & Wild Mushroom and Chilli Con Carne.
The launch will be supported as part of a £3.5m TV and radio campaign for the brand - a continuation of the Bisto Together Project launched last year, which Premier said had reached 99% of the brand’s target audience [Carat CCS Planner Tool]. The new drive will run from November to next February.
“The average evening meal now only takes 29 minutes to prepare,” said Helen Touchais, brand director for flavourings and seasonings at Premier Foods. “Bisto consumers are prepared to invest in cooking but need products to help them to deliver the taste of homemade in quick, convenient formats from a trusted and credible brand.”
The Bisto Made Simple range launched last year with a Casserole format in four flavours: Rich Beef & Ale, Country Chicken, Sausage & Caramelised Onion and Spanish Chicken. Premier said that since launching, the products had generated sales of £2.2m [IRI 52 w/e June 2015].
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