Premier Foods has unveiled its new range of limited-edition Christmas products across its Bisto, Oxo and Paxo brands.
Rolling out in all major supermarkets, the new items include Bisto Pigs in Blankets gravy, Bisto Crispy Roast Potato seasoning, Bisto Best Turkey & Cranberry gravy, Paxo Turkey & Bacon flavour stuffing and Oxo Turkey stock cubes.
Featuring a themed Christmas pack design, the limited launches by the UK food manufacturer were developed to assist retailers in attracting a wide range of shoppers who are looking for inspiration to “create tasty meals and memorable moments” over the festive period.
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The flavours and seasonings category plays a crucial role at this time of year. Bisto, Paxo and Oxo remain to be the go-to brands for the festive roast, with almost one in two of every UK household buying the brands at Christmas.
According to Premier Foods, 66% of UK adults find traditional products with a twist appealing, making new flavour options essential to keep shoppers engaged.
For example, during the four-week period in December, Premier Foods’ portfolio sees an average 7.7% increase in purchases of the Bisto Best range versus the rest of the year.
Additionally, pigs in blankets are extremely popular during the festive period, with more than 128 million pigs in blankets are consumed on Christmas day alone.
Therefore, Premier Foods is targeting that audience with the release of Bisto Pigs in Blankets Gravy to capitalise on sales and allow consumers to “maximise enjoyment,” the company said.
“New product development plays a key role in Premier Foods’ growth strategy and offers choice, which is especially key at Christmas time when shoppers are looking for ways to further enhance their cooking to create delicious meals for the special occasion,” brand director for flavourings and seasonings at Premier Foods, Helen Touchais said.
She added: “Bisto is a roast dinner essential and a leading brand in the category and we expect consumers to turn to it even more so at Christmas for trusted quality and flavour.
“The new launches will bring additional fun and excitement to the classics during festive celebrations and encourage increased basket spend.”
The news comes as Premier Foods launches its new partnership with FareShare in a bid to tackle food waste and support those in food poverty.
