Bisto targets “mid-week meals” with new launch


Bisto has launched its new Swedish style-meatball gravy granules in a bid to target “mid-week meal occasions.”  

The release comes as the company’s latest move to introduce “a new generation of consumers” to its brand, following a reported growth of 30.8 per cent over 2020.  

According to the gravy manufacturer, the product is currently available for an RRP of 99p at retailers across the UK.  

According to the company, the new release is suitable for vegetarians and comes in completely recyclable packets which provides four to six servings of gravy per sachet.  

The producer added that it will be promoting the launch with in-store support alongside a public relations and influencer campaign.  

READ MORE: Bisto unveils first TV advert in six years

“We know that meatballs are an incredibly popular meal choice for UK consumers,” Premier foods brand director for flavours and seasonings Helen Touchais said. 

“Research shows that young adults and families are both underrepresented when it comes to the gravy segment, so there’s a clear opportunity to attract new shoppers by offering something beyond traditional flavours. 

“The new variant allows … shoppers more choice when it comes to shopping for mid-week meal occasions and drive the frequency of ambient gravy purchases in-store.” 

The move follows its recent £4 million marketing campaign, which features the company’s first TV advertisement in six years. 

It is scheduled to air from October 12 2021 until March 2022.  

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