Premier Foods has done an Italian job on its iconic British brand Oxo and given the new line a very different look.

Rolling out next month with an rsp of £1.39, Oxo Spag Bol Recipe Cubes contain a selection of herbs, spices and seasoning, and are designed to be introduced to spaghetti bolognese recipes alongside a standard Oxo stock cube.

“It has an engaging pack design that will create fantastic standout on shelf,” said a Premier Foods spokeswoman.

“Consumers look for inspiration in the aisle and the new Oxo Spag Bol Recipe Cubes offer them real value for money while providing easy steps to create a great-tasting home-cooked family favourite meal.”

The launch will be supported by a £1.5m television and press campaign next month.

Premier did not rule out launching other themed Oxo cubes.

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