Premier Foods, owner of Batchelors, has revealed the trends retailers should focus on in grocery to target younger consumers and meet changing shopper behaviours.

In an interview last week, Adam Woolf, brand director for quick meal, snacks and soups at Premier Foods, said packet and sachet formats have grown by 14% in the convenience channel and 24% in the total market compared with last year.

Since Government restrictions were first introduced in March and shoppers are working from home, more than 133 million at-home lunches were consumed every week during lockdown restrictions. According to Woolf, shoppers are looking for quick-meal solutions like the Batchelors Super Noodles and Pasta ‘n’ Sauce range.

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Although packets and sachets continue to grow, pots still play a vital role within convenience and should not be overlooked, accounting for more than 55% of the total market.

“We’ve noticed that as shoppers stay at home more, they’re increasingly looking for larger pot formats for on the go and at-home consumption, too,” Woolf said.

Super Noodles and Pasta ‘n’ Sauce are available in 100g formats to help retailers meet this trend, as well as the standard 75g format.

Targeting a new audience

Premier Foods, owner of the Batchelors brand, is helping retailers target younger consumers by partnering with video game franchise Call of Duty for a new on-pack promotion.

The promotion is running until February 2021 across One Stop, Premier, Budgens and Londis across Batchelors products and formats, including Super Noodles and Pasta ‘n’ Sauce. The promotional packs are also available in Booker Wholesale.

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There are 600,000 prizes up for grabs, including exclusive in-game content, gaming bundles and PS5’s. The supplier said they’re producing more than 10 million packs to meet demand of younger shoppers.

The news follows the brand’s partnership with Final Fantasy 7 earlier this year, which sold more than 10 million packs and 280,000 consumers entering the competition – resulting in a 25% sales boost for independent convenience retailers compared with 14% in multiples.

PoS will be available to help retailers drive sales and capture shopper attention. Retailers can also visit for merchandising advice.

Woolf said: “With 36% of households buying Batchelors Super Noodles and Pasta ‘n’ Sauce over the past year by appealing to a new community we are helping to fuel further growth at a time when we know shoppers are being drawn to branded products they recognise and trust.”

A third on-pack promotion is expected to launch in February next year.

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