The Loyd Grossman brand is launching a new range of premium sauces and offering consumers the chance to win a trip to Italy to celebrate the brand’s 30th anniversary.
The new Premium Sauce range is comprised of three flavours – Pomodoro and Fresh Basil, Pomodoro, Mascarpone & Wild Garlic and Creamy Tomato & Parmigiano Reggiano (MRSP: £3.25 per 290g jar).
All three flavours will be made in Italy, with the brand pointing to research showing that 71% of UK shoppers are drawn to cooking sauces that help them recreate out-of-home-style meals in their own kitchens, and 52% agree that premium pasta sauces are a good way to elevate the flavour of a dish.
Brand founder Sir Loyd Grossman said: “My premium sauces are crafted with care to reflect my love of the exciting flavours of Italian food. 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, added: “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.”
Meanwhile, Loyd Grossman will also be driving shopper engagement across its core range with an on-pack promotion as it commemorates the 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. A fourth prize – another trip to Rome for two people – will also be available for consumers who scan an on-pack QR code or visit the Loyd Grossman website.
“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,” said Sokirkin.
“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.”
To support the launch, the Loyd Grossman brand will be stepping into social media for the first time, with an influencer campaign in September centred around the new sauces.
The new range will be available in Asda from this week, with Sainsbury’s following on 10th August. The on-pack promotion will be available across the core range of Loyd Grossman sauces from 28th July in key grocery multiples.
