21 Jan 2008


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Findus adds four limited edition products to Novelli range

Findus

frozen food

Source : Findus
Following the great success of Findus Novelli frozen meal solutions Findus announces the launch of a limited edition range - available in store from February 2008.

The Findus Novelli range has added an incremental £2.1m to the frozen category within the first year of launch.

Findus plans to build on the continued success of the range in 2008 with the launch of four Limited Edition products.

The company, in conjunction with celebrity chef Jean Christophe Novelli, has created some perfect winter warmers to brighten up cold evenings, with listings secured in selected Tesco stores across the UK from the end of January.

Commenting on the limited edition range Novelli says: "When we launched the original range I saw it as just the start of a wonderful relationship, and I was right.

“This limited edition range represents some of my favourite comfort winter dishes and the reason for introducing these new recipes is that, just as good restaurants regularly change their menus, I feel it is in keeping with our restaurant-quality image to do the same.

“By introducing new dishes we will continue to bring excitement to the freezer aisle and keep consumers interested by truly maintaining our promise to deliver restaurant-quality food, straight from the freezer.”

Adding his endorsement to the range, managing director Vidar Engen explains why he feels the limited edition products will continue to build the Findus Novelli brand, adding incremental value to the frozen sector as a whole.

“The Findus Novelli range was a real first for the frozen sector a credible celebrity chef who was, and is, willing to put his name to a range of restaurant–quality frozen meal solutions. We are delighted with the success and overwhelmingly positive consumer feedback on the Findus Novelli range so far.

“The Novelli brand is now worth £2.1m, which has been achieved in just nine months sales, clearly indicating that consumers now understand that frozen doesn’t have to mean economy.

“But we all know that consumers are fickle so it’s vital for our customers to keep their customers interested in the frozen aisle, and with the launch of this new limited edition range - which is to be supported by strong above-the-line advertising - we can continue the profitable drive the original range started.”

The launch is to be supported by a £1m+ terrestrial and satellite TV advertising campaign from February through to March.

The four new limited edition products are:

· Findus Novelli Meal Solution: Caramelised Cider Pork Belly - tender pork belly in a fennel and cider sauce served with delicately smoked mashed potato

· Findus Novelli Fish Dish: Salmon Harissa - salmon fillet with a spiced tomato and coriander Harissa style sauce

· Findus Novelli Accompaniments: Curried Cream Potato Dauphinoise -layered potatoes in a light creamy curried sauce topped with Swiss style cheese

· Findus Novelli Accompaniment: Mediterranean Vegetable Piperade –a delicious medley of Mediterranean vegetables with a reduced tomato sauce topped with Emmental cheese

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