brand Oxo is launching two new flavours; Chicken Broth and Ham, signalling Premier Foods’ continued investment in the largest part of the Ambient Stocks category.Dry Stock is currently the largest stock sector, accounting for 69% of the category; with Oxo consistently voted Britain’s favourite.
The new flavour variants aims to give Oxo an opportunity to drive category growth by expanding usage occasions that respond directly to consumers’ requirements for taste, convenience and value for money.
Helen Touchais, category marketing director – flavourings and seasonings, said:
“The launch of Oxo Chicken Broth and Oxo Ham will be supported by a targeted campaign focusing regionally on areas with high homemade soup usage.
“Soup is the biggest occasion for dry stocks and has seen consistent growth over the last five years.
“23% of chicken stock is currently used to make soup .
“The new Oxo Chicken Broth flavour has been formulated to provide consumers with a lighter flavour profile than regular chicken stock, for use in a wide variety of soups and meals such as risottos.”
Oxo’s key focus is to provide mums with a trusted product they can use that will consistently transform everyday meals into family favourites.
Stock cubes have been at the centre of family cooking and putting flavour at the heart of home cooked meals for decades.
Oxo Chicken Broth and Oxo Ham will be available from 18th May with an RRP of £1.25.
