A range of regional pasta sauces based on recipes from the Italian islands is being added to the Loyd Grossman portfolio as part of a wider revamp of the brand.
The Loyd Grossman Island Inspirations range, which is being rolled out across the trade now, consists of sauces from Sicily and Sardinia that are made using local ingredients.
It comes in three tomato-based variants in 350g jars and has an rsp of £1.86.
The labels have been designed to be evocative of Italian island landscapes and to tap into the trend for provenance, a major driver of pasta sauce sales, according to TNS.
At the same time, the brand's nine-strong Indian menu is being relaunched with recipes that contain more premium ingredients, such as whole chilli rings and toasted almond flakes. The revamped range will maintain its current £1.99 price tag.
The brand is also set to benefit from a new pack design across the entire sauces range that will hit shelves at the beginning of next year. The overhaul would give the already upmarket brand a "super-premium" edge, said Matt Brown, head of marketing for sauces at brand owner Premier Foods.
"Loyd Grossman sauces have always featured the most premium ingredients and recipes, which are developed with Loyd," Brown said. "The new range is even more high-quality, with delicious ingredients consumers will love."
Dolmio also went regional earlier this year when it added Taste of Sicily to its Taste of Italy line-up.
The Loyd Grossman Island Inspirations range, which is being rolled out across the trade now, consists of sauces from Sicily and Sardinia that are made using local ingredients.
It comes in three tomato-based variants in 350g jars and has an rsp of £1.86.
The labels have been designed to be evocative of Italian island landscapes and to tap into the trend for provenance, a major driver of pasta sauce sales, according to TNS.
At the same time, the brand's nine-strong Indian menu is being relaunched with recipes that contain more premium ingredients, such as whole chilli rings and toasted almond flakes. The revamped range will maintain its current £1.99 price tag.
The brand is also set to benefit from a new pack design across the entire sauces range that will hit shelves at the beginning of next year. The overhaul would give the already upmarket brand a "super-premium" edge, said Matt Brown, head of marketing for sauces at brand owner Premier Foods.
"Loyd Grossman sauces have always featured the most premium ingredients and recipes, which are developed with Loyd," Brown said. "The new range is even more high-quality, with delicious ingredients consumers will love."
Dolmio also went regional earlier this year when it added Taste of Sicily to its Taste of Italy line-up.
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