Premier Foods has launched a new range of Sharwood’s sauces, Stir Fry Melts.

The product is available now in four flavours; Chow Mein, Sweet and Sour, Sweet Chilli and Spicy Szechuan, priced at £1.59 rrp.

The launch is supported by a £1.4m TV advertising campaign as well as in-store activation to help drive trial and awareness.

Helen Warren-Piper, marketing director, grocery, said: “There were 46 million homemade stir fry occasions last year; however 50% of meals didn’t contain a bought sauce due to the current offering leaving meals too saucy for this lighter meal occasion. We see Sharwood’s Stir Fry Melts as a way to bring those who don’t currently use a sauce into the category, as our melts deliver a light coating that is packed full of flavour.”

Topics