Premier Foods gives Batchelors pasta and rice a revamp

The ‘Super’ banner on noodles moves to pasta

 

Premier Foods is revamping its Batchelors range with new branding and product lines.

The company is bringing its Batchelors Pasta ‘n’ Sauce and rice ranges under the ‘Super’ banner already used on Super Noodles, which is being expanded with four new flavours including Sizzling King Prawn and Peppered Steak.

The new look and lines will be available from the end of this month, and the revamp will be backed by TV, PR and in-store activity.

Last month, Premier reported 3.5% sales growth for its power brands including Bisto, Sharwood’s and Hovis. CEO Gavin Darby said the performance had been driven partly by advertising spend on key brands.

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