Premier Foods : Sharwood’s spices up the Convenience Channel with new authentic flavours

Premier Foods is investing in the convenience channel with its Sharwood's brand this October by launching new, authentic Chinese and Indian flavours in its popular pouch format. With 60% of all grocery spend coming from single person or two people households , the new modern pouch format will serve two, appealing to non-family occasions and shoppers looking for easy meal solutions.

Featuring in 92% of UK households , the cooking sauces category is extremely popular with shoppers, so brands need to stay on trend with new flavours to keep people interested. Sharwood's has launched its authentic flavours in this format as consumers perceive pouches to be modern and up-to-date, with the brand providing a clear point of differentiation in a category proliferated with jars, especially in the convenience sector.

Yilmaz Erceyes, Brand Director of Cooking Sauces, comments: "A quarter of people think that there are not enough trendy flavours in the cooking sauces category . We wanted to offer a variation with more regional and authentic recipes such as our Kashmiri Creamy Curry and Shanghai Sweet Soy to add excitement. As a customer favourite, Sharwood's is perfectly placed to meet shoppers' needs for more convenient, modern formats."

Sharwood's Chinese pouches will be available in Shanghai Sweet Soy, Cantonese Sweet BBQ, Szechuan Chilli Bean and Hunan Smokey Chilli while the Indian Pouches will offer Kashmiri Creamy Curry, Keralan Coconut Curry and Spicy Goan Curry flavours and all will have an MRSP of £1.99.