Premier Foods launches ‘Great Little Ideas’

Great Little Ideas are simple hints or twists that anyone can do using everyday store cupboard ingredients.

The Great Little Ideas brand logo, a bright yellow star, will appear on pack of 16 key Premier Foods brands such as Ambrosia Devon Custard, Hartley's Jelly, Cadbury's Mini Rolls, Mr Kipling, Batchelors, Bisto, OXO, Branston, Sharwood's and Loyd Grossman.

Over 250 SKUs will be included from launch with the eye-catching star alerting mums to a range of tasty and easy-to-follow meal and snack ideas.

Will Carter, Divisional Managing Director - Grocery at Premier Foods, says: "Great Little Ideas will be the biggest initiative to hit the food category for years. Our research has shown that mums choose from a small repertoire of meals which are safe but end up being a bit dull if used week after week.

"Even though there are many sources of inspiration such as cook books, magazines and cooking shows, the reality is that many mums do not have the time, or don't want to take the risk in trying something new and complicated.

This is why the Great Little Ideas are so great – they are easy to do but are different enough for people to try new and interesting versions of their favourite meals and snacks."

TV, print and online ads will feature a range of easy to prepare ideas including:

- Use Ambrosia Devon Custard and bananas to make a delicious Banana Brulee

- Add lemonade to Hartley's Orange Jelly to make fizzy jelly

- Glaze cooked sausages with a blend of a crumbled OXO Beef cube, honey and mustard

- Make tasty burritos by simply browning mince and adding Homepride Chilli Cook-in sauce. Serve in flour tortilla wraps with cheese and lettuce

Hundreds more ideas will be posted online at www.greatlittleideas.com, including "use Sharwood's Chutney to create delicious caramelised onions, great as a tasty topping in a home-made burger" and "use Mr Kipling Lemon Slices for an alternative and mouth-watering trifle base".

The Great Little Ideas website will allow consumers to search for meal, snack and treat ideas by brand, product and eating occasion, as well as rating their favourite Great Little Ideas and posting their own delicious tips.

The Great Little Ideas website will also host a dedicated baking inspiration section, featuring much loved baking brands such as McDougalls and Atora. The site will give mums ideas on fun dishes to bake with their kids and provide helpful tips to create seasonal specialities.

Carter adds: "Premier Foods is using its market-leading position to drive sales and encourage increased usage of store cupboard favourites.

"Great Little Ideas will help consumers to reappraise the ambient fixture in store and their own cupboards to create a host of delicious dishes at home using some of the nation's favourite brands."

Source: Premier Foods

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