Mission Foods is relaunching its Mission Deli wraps range with a softer formula.

The Super Soft recipe was rolled out in the US last year, where it became the brand’s most successful innovation to date, according to the supplier.

The recipe will roll into UK shops from the middle of next month and will cover the entire Mission Deli range, including mini wraps. New packaging is being introduced that will feature a matt finish to create a premium feel.

Super Soft has been adapted for the UK, and is described as having a fresher taste and being easier to fold.

“Consumer research has shown compelling results, with four out of five significantly preferring our new recipe,” said Mission Foods marketing head Marie Davies.

Mission Deli is in strong growth, with sales up 56.5% to £32.3m [IRI 52w/e 1 March 2014], and Davies said the business saw the new recipe as “a step change in quality” and a growth opportunity for the category as a whole. She added Super Soft had driven 6% year-on-year growth in the mature US wraps market.

Marketing to support the relaunch will include retailer activity, press advertising, couponing and a PR and digital push.

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