Unilever is aiming to shake up the snacking category with the launch of a new brand, Prep Co.
Backed by a £1m multimedia campaign, the new product is an addition to the instant pot snack aisle that is made with natural ingredients and provides one of the recommended ‘five a day’.
Unilever says the new brand has been developed to appeal to busy consumers looking for a healthier lunch option without compromising on taste. By simply adding hot water, consumers can enjoy a fuss-free hot meal that can be enjoyed on-the-go or at-the-desk.
Prep Co. taps into the trend for world food flavours with globally-inspired recipes from the Mediterranean, Mexico and South East Asia and includes: Mediterranean Couscous, Thai Green Curry, Indian Spiced Lentils and Mexican Chilli Rice.
Lena Portchmouth, founder of Prep Co. and senior brand manager for snack foods at Unilever UK & Ireland, comments: “The instant hot snack category is growing 11.9% year-on-year, with consumers seeking products that reflect the health and wellness trend as well as providing a fuss-free lunch to enjoy ‘al desko’. So we identified a gap in the market for a healthier lunch option and developed the new Prep Co. brand.
“Made with natural ingredients and a delicious blend of herbs and spices, each pot contains enough vegetables to fulfil one of the recommended ‘five a day’ and provides a source of fibre and protein, while being low in saturated fat.”
Prep Co. packaging uses bright primary colours to create optimum standout on-shelf. A visual preview of the vegetable goodness inside each pot, matched with health claims on-pack, will target those looking for a healthier on-the-go lunch option.
Prep Co. has an RRP £1.99.