Batchelors is aiming to add incremental sales to the Instant Soup, Instant Noodle and Pot Snacks sectors with the introduction of a new product – Batchelors Mugfull, a new Limited Edition Super Noodles variant and enhanced Deli Box range.
The brand is launching the new Mugfull range of low fat soups containing rice, noodles or pasta, whilst simultaneously unveiling new recipes across the existing portfolio of its Deli Box line-up. The brand also will be adding a Limited Edition flavour – Steak & Ale Pie – to its Super Noodles range. All three initiatives will be launching across grocery, wholesale and impulse channels this month.
Jess Ali, Brand Director for Batchelors, commented; “This is an exciting time for the Batchelors brand, with three new launches to offer our customers. Each one has been designed to suit our core consumers and reflects our continued commitment to delivering quality products that provide shoppers with great tasting flavours. All three products will drive new shoppers to the category through exciting innovation and by reinvigorating current lines.”
Mugfull will be available in Chicken and Mushroom Noodles, Bolognese Flavour Pasta, Tikka Flavour Rice and Chilli Con Carne Flavour Rice varieties. All recipes within the range are MSG free, low in salt and have less than 2% fat. Mugfull will carry an rrp of 80p, with an offer of three packets for £2.
Launching simultaneously, Batchelors is rolling out the first Limited Edition variant of its popular Super Noodles range, Steak & Ale Pie (rrp 81p).
“We chose Steak & Ale Pie as a Limited Edition Flavour because our research uncovered that our target consumers crave great British flavours inspired by traditional pub lunches. We are incredibly excited to be launching the first of a rolling Limited Edition strategy to the category and can’t wait to see how it performs,” continued Ali.
Rounding off the trio of launches, Batchelors has upgraded its Deli Box range. Batchelors says the range has enjoyed very strong sales growth since its launch because its distinctive ‘New York Deli’ style packaging and broad range of flavours has allowed it to uniquely attract mums. The products will now contain thicker and more noodles, with the intention of giving shoppers a more satisfying and filling eat. The packaging also sees a more modern pack design featuring an added flash announcing that the products now contain ‘Bigger Flavour, Bigger Noodles’. Deli Box will remain available in all existing flavours with an RRP of £1.19.
