Loyd Grossman is making its most significant move since launching in 1995, expanding beyond jarred sauces with a new range of premium pasta sauce and rice kits designed to bring genuine innovation to the category.
The range is aimed at food-loving shoppers who want to feel more involved in the cooking process but value convenient shortcuts and reliable results. The range includes Premium Pasta Sauce Kits: Signature Bolognese, Creamy Mushroom, and Creamy Tomato & Chilli.
Each kit contains three individually prepared pouches, cooked in small batches using fresh ingredients, which are combined in stages at home to recreate the layered depth of flavour chefs create in restaurant kitchens. The format targets shoppers who want to feel more involved in the cooking experience while keeping the convenience and high-quality results of the brand's core jars.
Premium Rice Kits range consists of Smoky Spanish Style Paella and Creamy Mushroom Risotto.
Both cook in 12 minutes and are great for a quick yet elevated meal.
The new range launch will be supported by Loyd Grossman's biggest advertising investment in 15 years, with a new creative platform rolling out across YouTube, social media, radio and out-of-home in October and November, followed by a second burst in January and February focused on the core range.
"This launch is about genuine innovation - giving shoppers a reason to trade up and retailers a genuinely incremental range, backed by the biggest investment we've put behind the Loyd Grossman brand in 15 years," said Rob Watson, Global Cuisines Brand Director, Premier Foods.
Loyd Grossman commented: "My premium pasta sauce and rice kits are made with ingredients that capture my love for Italian and Mediterranean flavours. We cook these sauces in stages, the traditional way, for real depth of flavour, to help you create quality dishes at home in minutes."