Symington’s Mug Shot NPD spree brand is category leader in GDAs

Leading branded meal and snack manufacturer, Symington’s, has introduced three exciting new products to its popular Mug Shot portfolio, as it also announces a host of enhancements to the existing product ranges, which sees the brand become category leader from a GDA perspective.

New Products:

Protein Pots

• Minimum 13% protein across range so perfect for health-minded shoppers
• Strong health and nutrition, under 2% fat and under 300 calories
• Four flavour variations: Roast Chicken, Chicken Tikka, Mac & Cheese and Rogan Josh
• On shelf 3 June (Tesco)
• MSRP £1.29

Vegetable Pots 

• High vegetable content option tapping into vegetarian/vegan trend
• Under 250 calories, high in fibre and low in fat
• 50:50 pasta (wholemeal/standard)
• Four flavour variations: Mediterranean, Thai, Mexican, Indian
• On shelf 24 June (Asda)
• MSRP: £29

On the Go Rice Pots 

• New carbohydrate option to increase variety and choice across On the Go
• Preparation time five minutes
• Less than 2% fat and less than 250 calories, all-natural ingredients, source of fibre
• Four flavour variations
• On shelf 24 June (Asda)
• MSRP 95p

Kevin Butterworth, Marketing Director at Symington’s, said: “We’ve enjoyed great success with Mug Shot in the last couple of years, so we’re continuing to invest in the brand as we know it has the potential to grow even further. We spent a great deal of time interrogating insights we’ve received from customers and consumers when it came to developing the new Mug Shot products, and we’re pleased with what we’ve managed to achieve with both the new SKUs and the work we’ve done on nutrition.

“Mug Shot is now the category leader from a nutritional perspective, and we feel that this fact coupled with additional consumers the new products will win puts the brand in in a strong position as we move into June.”

Enhancements:

On the Go

• Health and nutritional further improved with fat and salt reduced
• New flavours developed inc. Cheese & Broccoli Pasta and Chicken Tikka
• Improved visibility on shelf through larger pots
• On shelf from 3 June (All major retailers)
• MSRP 95p

The Big One becomes ‘Mighty’

• Bigger pot size 29% increase in weight
• Made with natural ingredients, under 2% fat and under 400 calories
• Source of fibre and protein
• New flavours: Salt & Pepper Pasta, Bolognese Pasta, Firecracker Chicken Noodles, Cajun Pasta, Madras Noodles, Chicken Balti
• On shelf 3 June (Tesco)
• MSRP £1.29