PastaBakesPremier Foods, the UK’s No. 1 food manufacturer, is extending its Homepride range this June with the launch of a raft of new products, including Vegetable Bakes, Pasta Bakes, Bolognese and Lasagne sauces.

Homepride extends Bakes range

Homepride has identified an opportunity to maximise family eating occasions, offering inspiration to its target market of young families with two or more children who are looking for quick, easy solutions for favourite meals. In order to capitalise on this, the brand is launching a range of Vegetable Bakes to drive sales & increase the brand’s relevance and modernity.

The tasty bakes, available in Creamy Cheese, Smoky Paprika and Herby Tomato flavours, are designed to be used with vegetables that mums already have in their kitchens to create nutritious meals for the whole family.

Scott Perry, Senior Brand Manager for Homepride, says, “It’s ever more important for Mums to make sure the family get their 5-a-day, but it can be difficult to cook vegetables the whole family will eat. Vegetable Bakes will give our customers a convenient way to make healthy, simple meals for the whole family. The range is a natural extension of our Pasta Bake offering, so it’s a great fit with the Homepride brand and gives the sauces credibility. Retailers should make sure they are stocking this new offering alongside Pasta Bakes in order to benefit from incremental sales in the category.”

The 500g Vegetable Bakes have an RSP of £1.59 and are available in cases of 6.

In addition, Homepride is also refreshing its best selling Pasta Bake range with two new variants: Tomato, Garlic & Chilli and Ham & Mushroom. The new SKUs have an RSP of £1.59 and are available in cases of 6.

Homepride extends Italian offering

The Italian Sauces market is worth £367m and is growing 7% year-on-year. Combined, Bolognese and Lasagne account for 41% of those sales. Bolognese is the No. 1 Italian sauces flavour, growing at +7% year-on-year. Lasagne is No. 2, with growth of +12%.

Homepride Jars are growing ahead of the market at +10.5%. To build on this momentum, Homepride is launching 500g jars of Bolognese sauce, Red Lasagne sauce and White Lasagne sauce. The popular sauces are a perfect fit for Homepride’s target market, who look for classic sauces which offer value, taste and convenience.

Scott Perry, Senior Brand Manager for Homepride, explains, “Shoppers in the sauces market remain largely loyal to their favourite brand, so it’s not surprising to hear that 6 in 10 Homepride shoppers don’t buy Bolognese or Lasagne sauces at the moment. However, research shows that our customers would definitely buy these products if we offered them, so we’re confident that this launch will drive incremental sales in the Italian sauces market.”

Homepride Bolognese sauce and Lasagne Red and White sauces should be sited with Pasta Bakes in store. The 500g jars have an RSP of £1.59 and are available in cases of 6.


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