Premier Foods is launching a new range of Sharwood’s Indian side dish accompaniments which it says are set to drive incremental sales and encourage trial of new products.
According to Premier, the four variants - Bombay potatoes, saag aloo, tarka dahl and vegetable curry - are available in 300g microwaveable pouches which can be conveniently heated in two minutes. In addition, Premier says Indian accompaniments and convenience products are in very strong growth, demonstrating that there is a significant opportunity for a range of convenient vegetable side dishes.
The new range will be supported by a TV advertising campaign as well as multi-buy promotions and sampling activity. Each side dish will have a rrp of £1.49 and will be available in five units per case. Premier is giving away four prizes of the mixed Indian side dishes worth about £50 each