Daniels Group subsidiary Farmhouse Fare has moved desserts from the dining table to the sofa with Lovetub puddings, a range aimed at re-introducing 25 to 34-year-old women to hot puddings.
Daniels Group Marketing Director Nigel Parrott says Lovetub, which comprises 300g Caramel and 300g Chocolate puddings that can be eaten straight from the tub, fills a gap in traditional desserts.
“Lovetub are contemporary puddings that introduce everyday indulgence to traditional desserts, designed to make the category more appealing and relevant to younger females who have grown up eating desserts as part of the family dining occasion but no longer shop the category,” he says.
“Lovetubs are the excuse they’ve been looking for to enable them to indulge in desserts once again, positioned at a price point that is premium, but accessible.”
The 300g microwavable Lovetubs, ideal for sharing or for eating on your own, have an rrp of £2.99 and are packed in outers of 6. The brand is being supported by national marketing activity including a six-month sponsorship of Sky Movies Drama and Romance TV channel, as well as competitions, sampling and PR.
There are plans to develop new variants and smaller formats in 2011.
Tel: Farmhouse Fare (01200) 453110
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