Mission Foods, the world’s No.1 tortilla and wrap manufacturer, is adding an exciting new Roasted Red Pepper variant to its hugely successful range of Deli Wraps. Providing a complete solution to lunch and dinner time dilemmas, this exciting new variant will join the existing Mission Deli range in the supermarket bakery aisle and will continue to help drive the company vision to become the leading flat bread manufacturer in the UK within the next three years.
Mission Deli is the leading wraps brand in the bakery aisle and with a strong reputation for quality and expertise, Mission Foods is perfectly placed to fuel its growth within the UK bakery wraps sector. The Mission Deli Wrap brand is now worth over £10 million, holds a 28% share of the bakery wraps market and has contributed to a significant 6% points rise in penetration within the category.
The new Mission Roasted Red Pepper Deli Wrap will sit alongside the four mouth-watering varieties already available, including Original, Mediterranean Herb, Multigrain and Wheat & White (with the added goodness of wheatgerm and fibre) and each provides the modern alternative to traditional offerings such as rolls and loaves.
With a 28 day shelf life and a unique re-sealable pack, Mission Deli Wraps are the freshest brand available on the market and boast the exceptional quality you would associate with the Mission brand. Mission Deli Wraps are available in an 8-pack and 7-pack format and can be found in Tesco, Asda, Waitrose, Morrisons and Somerfield.
Ian Job, European Marketing Director, says: “The phenomenal success of the Mission Deli brand to date is testament to the brand’s unique quality credentials and our baking expertise as a business. We are confident that the new addition to the Deli Wrap range will continue to stimulate awareness of the Mission Deli brand as a trusted brand in bakery and drive weight of purchase, which will in turn drive strong profit opportunities for retailers.”
Following the brand’s phenomenal success since launch, the Mission Deli brand will be supported by a £1.3 million marketing investment in 2008 to raise consumer awareness and further encourage trial of the portfolio. This will include a focused marketing strategy including TV, sampling and press advertising along with other channel specific marketing support and a specialised PR campaign concentrating on encouraging usage outside the traditional eating occasions of wraps, naans and pittas.
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