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Tuesday, 07 October 2008 |
Uncle Ben's has revised its Indian cooking sauces range, adding Balti and Jalfrezi SKUs alongside new Korma, Medium Curry and Tikka Masala recipes to offer consumers great tasting sauces the whole family can enjoy and retailers an incremental sales opportunity.
Available in-store from November with re-designed packaging, the sauces have a £1.76 RRP and will be supported by a £2.7million investment including impactful press and TV advertising campaigns.
Uncle Ben's New Indian Range:
• Medium Curry 500g
• Korma 490g
• Tikka Masala 500g
• Balti 500g NEW
• Jalfrezi 500g NEW
Wendy Wing, Uncle Ben's Customer Marketing Manager, comments: "Indian is the second most popular ethnicity behind Italian in the wet cooking sauces category and the new Uncle Ben's offering is designed to tap into this demand by providing a range of sauces for all family tastes."
Consumer research identified that the Uncle Ben's target audience is not willing to compromise on taste, nutrition or quality and their aim is to ensure that their family eat well. Using this insight the new Uncle Ben's Indian recipes have been developed using only high quality, wholesome ingredients, including fragrant and aromatic spices, so that a jar of Uncle Ben's Indian sauce tastes just as good as if you'd made it from scratch. The new recipes also contain no artificial colours, flavours or preservatives.
Wing continues: "The Uncle Ben's Indian recipes offer consumers great tasting, quality and convenient cooking sauces that all of the family can enjoy. The new recipes and additions to the range have been developed following extensive research to meet consumer demand and drive category sales."
The £2.7million investment behind the launch includes brand new TV (£1.95m) and press advertising (£350,000) due on air from November to ensure that the brand is front of mind with consumers. In-store support from includes a £350,000 sampling campaign which also starts in November this year.
Wing continues: "Uncle Ben's Indian recipes should be stocked alongside the Uncle Ben's rice range to help drive incremental sales with consumers looking for a full meal solution. Uncle Ben's offers a variety of rice flavours including basmati, pilau and long grain to help make the perfect Indian meal. A choice of pack formats; microwaveable Express, Boil in the Bag and loose rice add to the appeal for consumers and the sales opportunity for retailers."
Source: Mars UK
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