Premier Foods has announced its biggest investment in the Paxo brand since 1990, as it looks to drive value into the stuffing sector.
The investment will see the Paxo core range undergo a makeover, with three new flavours joining the line-up and the introduction of a premium Sensational Stuffing range. It will also include significant media spend for the category.
The core Paxo range sees the addition of three new flavours which are matched to specific meats – Mushroom & Onion for Beef, Onion & Leek for Pork, and Garlic & Thyme for Chicken. The whole range is rolling out with brand new, impactful packaging which uses different colours aligned with the iconic Bisto and Oxo brands.
The Sensational Stuffing range will be its first new range in six years, and is made with specialty breads such as focaccia and ciabatta. It is available in four variants – Lemon, Rosemary & Thyme with Ciabatta; Pink Lady Apple, Sage & Red Onion with Focaccia; Roasted Garlic, Red Onion & Rosemary with Sourdough and Rosemary, Mint & Shallot with Farmhouse Breadcrumbs.
Helen Touchais, Brand Director, Flavouring & Seasonings at Premier Foods, comments: “Our ambition is to significantly increase the size of the stuffing sector in the next five years with our new brand innovation and improved core range. Whilst we are seeing families enjoying stuffing alongside their roast chicken, there is a huge opportunity to increase sales by encouraging people to serve it alongside other meat dishes. The roast dinner occasion is currently in growth at +0.6% year on year, with roast beef driving this increase, demonstrating the consumer appetite for a traditional family meal.”