Premier Foods is hoping to drive usage of sweet pickles with the launch of Branston Squeezy, a range of pickle products in convenient plastic bottom-up bottles.
Branston Mustard Pickle, which is a new flavour addition, Branston Smooth and Branston Small Chunk (rrp £1.19) will be backed by a £4m spend, including radio ads and in-store activity.
Howard Beveridge, group marketing director at Premier Foods, said: “Cheese and pickle is well known as being one of the nation’s favourite sandwiches but only one in 10 cheese sandwiches features Branston.
“This is because pickle has traditionally only been available in glass jars, which are often kept in the cupboard and can get forgotten about.”
Branston hopes to double the value of the sweet pickle market to £50m in the next five years and claims that 75 per cent of pickle sales will come from the plastics range by 2008.
Premier Foods has also launched a range of cooking sauces (rrp £1.19) and microwaveable ready meals (rrp £1.29) under its healthy eating brand Waistline.