Premier Foods gets saucy in France

By Michael Stones

- Last updated on GMT

Premier Foods is trialling Loyd Grossman pouched sauces in France
Premier Foods is trialling Loyd Grossman pouched sauces in France

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Premier Foods hopes to build on the successful launch earlier this year of Loyd Grossman cooking sauces in France with the trial of pouched products.

The trial is part of the manufacturer’s plan to drive the growth of its brands overseas.

The company said in a statement: “Following their big win earlier this year with a permanent listing of four Loyd Grossman cooking sauces in 300 French Monoprix stores, the team are hoping to extend the range after securing a one-month introductory trial of two of the brand’s​ Express Pouch skus​ [stock keeping units] in 200 stores.”

300 French Monoprix stores

The trial, which was now live in French stores, was supported by in-store promotion. French shoppers were being invited to buy pouched products for the first time in two flavours – Carbonara and Tomato & Basil.

Premier Foods’s international business manager for Northern Europe Nick Rowlands said: “We’re confident our Express pouches will prove a popular addition to our existing Loyd Grossman range in Monoprix and help us grow the brand within the French market.”

Meanwhile, earlier this month, the manufacturer blamed falling first-half sales​ on unseasonably warm weather. 

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