Symington’s is hoping to attract younger shoppers to the savoury dried pasta market with a new Bake in a Box format.

The bakes, which launch under the Ainsley Harriott brand into Asda next month, are designed to serve one person as a meal or two as an accompaniment. They consist of two sachets of ingredients that are emptied into the supplied card box with added water or milk and baked in the oven for 30 minutes.

They come in three flavours: Spicy Tomato, Aubergine & Spinach Wild Mushroom, Garlic & Tarragon and Sun-dried Tomato & Mascarpone (rsp £1.35).

Symington’s said it was hoping to win over younger consumers and inject excitement into the £43.9m dried savoury pasta category, which has risen 7.5% by value and 3.7% by volume over the past year [Kantar Worldpanel 52 w/e 25 December 2011].

“It’s about categories that need a bit of investment and seeing how we can bring new consumers in at the younger end of the scale,” said brand manager Vicky Smith.

The launch will be supported by promotional activity to drive trial and will benefit from wider marketing spend for the brand later this year.

Symington’s is extending its Ainsley Harriott branded dried sauce range next month with two new flavours - Szechuan Hot & Sour and Indian Lentil - and launching a range of chunky ‘pan soups’.

It is also adding new world flavours to its cup soup offering later this year, including Bombay Potato, Pea & Spinach, Tuscan Tomato and Mozzarella & Chilli.

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