In Britain Findus is a brand of many firsts: from Crispy Pancakes in
the late 60’s, through the first frozen Lasagne in the early 70's and
French bread pizza in the late 70's. It has always understood the needs
of its consumers and provided innovative frozen products relevant to
their requirements.
Now, with the Findus brand in the UK
returned to its original owners, the UK’s number one name in frozen
pasta has announced the launch of significant new innovation to the
frozen ready meal category: a range of three pasta dishes in a
multiple-portion, re-sealable bag format. The range offers three
classic Italian recipes: Fusilli Bolognaise, Penne Carbonara and Penne
and Meatballs in a Tomato sauce.
The range is launched in
response to demand for people to have more control over their ready
meals – being able to decide how much they want to eat and ensuring
they are eating satisfying and healthy food as well as reducing food
waste.
Each bag contains up to four main meal portions of
favourite Italian pasta recipes. To cook, simply un-zip the bag, pour
the product into a bowl, microwave for six minutes(or heat on the hob),
stir and enjoy. Zip the bag back-up and replace in the freezer for next
time. The products have performed exceptionally well in research,
thanks to the use of high quality fresh ingredients and authentic
recipes.
The range is developed in response to research which
shows that consumers are once more looking to frozen to provide the
solutions for their busy and hectic lives. In particular providing
excellent, products that are quick and easy to prepare, offer portion
control, quality ingredients, value for money and reduce packaging and
food waste.
The new pack format has also been designed to
reduce its environmental impact as it is over 80 per cent lighter than
standard ready meal packaging, meaning less waste to dispose of. The
new re-sealable bag format also takes up less space in the freezer.
All
dishes are low in fat and contain no artificial colours or flavours.
Microwavable in just six minutes, the new Findus pasta range offers
effortlessly good food that is perfect for meeting the demands of the
fast-paced, health-conscious noughties generation.
The products
will launch from mid-September in major UK retailers at a recommended
price of £2.99. The launch is supported by a £5m multimedia marketing
campaign which includes TV and press advertising, in-store activity,
sampling and PR.
Findus is enjoying considerable growth, with
the brand worth £43m in 2009 at retail according to TNS Worldpanel, an
increase of over 10% on 2008. It enjoys considerable brand awareness,
at 88% amongst consumers (Federation of Food and Drink study, Jan 2009).
Neil
Sanderson, business unit director for Findus UK commented, “The new
bagged frozen pasta range does everything that frozen does well: great
value, convenience and popular, hearty recipes. What our new bagged
pasta range adds for the first time is flexibility, allowing the
consumer to take charge of portion control through our unique format
and re-sealable packaging, and a superior taste that is a real step
forward in frozen The range builds on frozen food’s value credentials
by reducing food waste and most importantly, offering unbelievable
quality at a stunning price point”.
Notes to editors
In
the UK the Findus range of frozen foods is now entering an exciting new
phase. After a number of years being produced by a completely separate
company, it rejoined the wider Findus Group in April 2009 and is being
relaunched and reinvigorated in autumn 2009 with new products, new
packaging and an up weighted marketing campaign. Best known for its
pasta meals and iconic Crispy Pancakes, Findus is still one of the UK’s
top four frozen food brands.
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