Premier Foods to launch cup-a-pasta range

Premier Foods is looking to enliven the hot snack sector with the launch of a new cup-a-pasta range under its Batchelors brand.

Premier Foods to launch cup-a-pasta range

The range will launch in September this year and will be supported by online marketing activity and in-store promotions.

The value range will not, however, be supported by TV marketing.

Batchelors cup-a-pasta will be available in four flavours: chicken, tomato, creamy cheese and roast vegetable flavour.

Key selling points for the range include that each cup has less than 2% fat and are convenient to prepare.

According to industry figures, Batchelors has around a 44% share of the hot-snack category.
Batchelors started making dried soups in 1949, a range which became cup-a-soup in 1972.

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