Highlights
- Major on-pack giveaway as brand turns 30
- 50% of shoppers favour premium sauces
- Luxury trips for two to Sorrento, Rome and Masseria Corsano up for grabs
Loyd Grossman is rolling out a new range of premium sauces and giving consumers the chance to win a trip to Italy, to celebrate 30 years in the UK. The new range of sauces and on-pack promotion will help retailers tap into demand for restaurant-quality sauces and leverage the popularity of the Loyd Grossman brand to help retailers attract more shoppers to the category this summer.
The new Loyd Grossman Premium Sauce range is comprised of three flavours – Pomodoro and Fresh Basil, Pomodoro, Mascarpone & Wild Garlic and Creamy Tomato & Parmigiano Reggiano. All three flavours will be made in Italy with Research shows 71 per cent of UK shoppers are drawn to cooking sauces that help them recreate out-of-home style meals in their own kitchen, and 52 per cent agree that premium pasta sauces are a great way to elevate the flavour of a dish. These insights point to a growing appetite for high-quality, indulgent cooking experiences when making pasta at home.
“My premium sauces are crafted with care to reflect my love of the exciting flavours of Italian food,” said brand founder Sir Loyd Grossman. “We cook these sauces in stages to develop layers of flavour from great ingredients like fresh Mediterranean tomatoes and olive oil. The result will deliciously and luxuriously accompany any type of pasta, but I hope will also inspire consumers to experiment with other dishes.”
Andrey Sokirkin, Global Marketing Director for Cooking Sauces at Premier Foods, said: “The Loyd Grossman brand has built its reputation over the past 30 years for delivering great quality restaurant-inspired sauces for shoppers to enjoy at home. As it celebrates its 30th anniversary, we’re excited to raise the bar with the Loyd Grossman Premium Sauce range – bringing a whole new depth of flavour to Italian-inspired cooking in kitchens across the UK.”
On-pack promotion
Meanwhile, Loyd Grossman will also be driving shopper engagement across its core range with an on-pack promotion as it commemorates this milestone. To take part, shoppers need to find Sir Loyd Grossman’s signature and a 10-digit code on the back of the label. There are three winning codes to be found – each unlocking a luxury trip to either Sorrento, Rome or Masseria Corsano in Italy for two adults. The mechanic not only adds a sense of discovery with every purchase but encourages trial across the core range. A fourth prize – another trip to Rome for two people – will also be available for consumers that scan an on-pack QR code or visit the Loyd Grossman website and follow instructions (full T&Cs apply).
“We wanted to celebrate the core range that has made the Loyd Grossman brand so popular with shoppers over the past three decades, while giving back to the loyal shoppers who have been with us on this flavour journey,” Andrey added. “The on-pack promotion is designed to surprise and delight customers – bringing a little bit more adventure and a whole lot of flavour to kitchens across the UK.”