Findus UK has set itself the ambitious target of becoming the nation's number one frozen food brand within five years a feat that would require a thirteenfold increase in sales.
Back under the control of Lion Capital's Findus Group since April, Findus UK which is valued at £43m, according to TNS is working on a raft of NPD it believes will propel it to the top of the category and enable it to overtake market leader Birds Eye, which has a value of £547m.
"Over the next 12 to 18 months, there will be many new and innovative products from Findus," said business unit director Neil Sanderson. "We want to be number one in frozen food in five years."
The first wave of the NPD, Findus Frozen Pasta, rolls out this week to Asda and Tesco and is expected to generate £10m in first year sales.
Consumers can decant as much pasta as they want from the 1kg resealable bags of Fusilli Bolognaise, Penne Carbonara and Penne & Meatballs [rsp: £2.99]. The pasta then takes six minutes to microwave, with each bag containing about four portions.
The ready meals had been created to address consumer concerns over portion size, food waste and quality, said Sanderson. Although the portion-controlled ready meals format was common on the Continent, it was new in the UK, he claimed.
The range will be supported by a £5m marketing campaign featuring in-store tastings, PR and press activity, also launching this month, with TV advertising from November.
As well as announcing its NPD plans, Findus UK unveiled new-look packaging for the brand featuring a bigger company logo and simplified front-of-pack information. It had also removed all artificial colours and flavours, it said.
"There's been a real lack of innovation in the frozen ready meal category," said Sanderson. "Frozen meals look the same as they did 10 years ago, whereas chilled ready meals have improved their designs massively."
Findus UK is owned by Findus Group, the £1.2bn European frozen food giant that also owns Young's and The Seafood Company.
Back under the control of Lion Capital's Findus Group since April, Findus UK which is valued at £43m, according to TNS is working on a raft of NPD it believes will propel it to the top of the category and enable it to overtake market leader Birds Eye, which has a value of £547m.
"Over the next 12 to 18 months, there will be many new and innovative products from Findus," said business unit director Neil Sanderson. "We want to be number one in frozen food in five years."
The first wave of the NPD, Findus Frozen Pasta, rolls out this week to Asda and Tesco and is expected to generate £10m in first year sales.
Consumers can decant as much pasta as they want from the 1kg resealable bags of Fusilli Bolognaise, Penne Carbonara and Penne & Meatballs [rsp: £2.99]. The pasta then takes six minutes to microwave, with each bag containing about four portions.
The ready meals had been created to address consumer concerns over portion size, food waste and quality, said Sanderson. Although the portion-controlled ready meals format was common on the Continent, it was new in the UK, he claimed.
The range will be supported by a £5m marketing campaign featuring in-store tastings, PR and press activity, also launching this month, with TV advertising from November.
As well as announcing its NPD plans, Findus UK unveiled new-look packaging for the brand featuring a bigger company logo and simplified front-of-pack information. It had also removed all artificial colours and flavours, it said.
"There's been a real lack of innovation in the frozen ready meal category," said Sanderson. "Frozen meals look the same as they did 10 years ago, whereas chilled ready meals have improved their designs massively."
Findus UK is owned by Findus Group, the £1.2bn European frozen food giant that also owns Young's and The Seafood Company.
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