Premier Foods Extends Loyd Grossman Brand into Food to Go with Pasta Italia Pots Range

  • Premier Foods has expanded its Loyd Grossman range with the launch of Pasta Italia Pots into the convenience channel
  • The pots are available in three flavours – Sundried Tomato & Basil, Sundried Tomato & Chilli, and Creamy Chicken Pesto – containing high-quality, authentic ingredients
  • It is the first time the brand will be available in this format and the range will help retailers capitalise on the growing food to go market

Premier Foods has extended its Loyd Grossman range with the launch of Pasta Italia Pots. Following the success of Batchelors Super Noodles Pots – launched in the convenience channel last year – this is the first time that the Loyd Grossman brand has expanded into the pot snacks format. Worth £454m[1], the growth of the quick meals and snacks category has been driven by the pot format, which continues to see significant growth to demonstrate a demand for convenient, tasty products that can be enjoyed on-the-go.

Available in three popular flavours – Sundried Tomato & Basil, Sundried Tomato & Chilli, and Creamy Chicken Pesto – the Loyd Grossman Pasta Italia range will also be launching in a sachet format to appeal to shoppers looking for a tasty lunch or dinner time solution at work or at home. Each product in the range contains high-quality ingredients to deliver authentic flavours, which are expected to bring more shoppers to the category and support further growth.

Steve Kelly, convenience channel director at Premier Foods, said: “Shoppers trust the premium quality of Loyd Grossman sauces and the Pasta Italia pot format brings relevance to the convenience channel, helping retailers to tap into the on-the go eating trend and providing consumers with a convenient meal solution. Innovation of new products is the no.1 driver of pots growth[2], with people willing to pay more for authentic flavours, so we’re confident that the new range will appeal to consumers and provide a real taste of Italy.”

[1] Kantar, 52 w/e 19 May 2019

[2] IRI Major Mults 52 w/e 6th October 2018.