Oxo is expanding its portfolio with the launch of Oxo Stock Pots, a new wet stock.
Designed to be used in soups, casseroles, risottos and stir-fries, Oxo Stock Pots contains a rich flavour base made from a blend of real meat juices, vegetables, herbs and seasoning and have been created to give meals even more flavour.
The new range is available across grocery, impulse (in price marked packs) and wholesale channels from August in three flavours – Rich Beef with Onion and Rosemary, Succulent Chicken with Garlic and Thyme, and Garden Vegetables with Parsley and Bay. Both the Rich Beef and Succulent Chicken varieties are available in a reduced salt format, and a larger eight pack is available in all three flavours.
The brand is the most popular stock brand in the UK and currently has seven million loyal shoppers, its products can be found in more than 11 million households across the UK. Premier Foods expects that Oxo Stock Pots, a £4.5m opportunity for the category, will grow this number even further by bringing new shoppers to the category, whilst also encouraging those who currently shop in the dry stocks sector to trade up.
Wet stocks continues to grow +18% across 4 year CAGR, accounting for 40% share of the total stock sector. With reduced salt products currently growing at +20% within the Flavours and Seasonings Category, the Oxo Stock Pot Reduced Salt range is intended to generate further incremental sales by targeting a different consumer, such as younger families.
Each pack contains enough stock for one meal and is available in four and eight packs of 20g pots (rrp £1.45 and £2.40 respectively).
The launch will be supported with an integrated £3m media campaign consisting of TV, national sampling, digital and in-store activations which will raise awareness of the new product whilst educating and inspiring shoppers on how to use them across a variety of meal occasions.
