Major food companies are leveraging the premium food trend with new product variants targeting more discerning consumers.
Unilever has launched Bertolli with Butter and Flora with Butter to meet the changing tastes and preferences of consumers.
According to Unilever, the products aim to combine the lower saturated fat content of margarine with the superior taste of butter. Both Flora with Butter and Bertolli with Butter are 40 per cent lower in saturated fat than butter.
Both products are being launched in Australia after successful launches in 18 overseas markets including the UK and Germany, the company said.
“Our heritage with our margarine brands like Flora and Flora pro-activ continues to be at the heart of our business and we will continue to support our flagship brands. However, we realised there was a gap in the market to provide for consumers who enjoy the taste of butter but want the spreadability of margarine," marketing director of Unilever's spreads and savoury food division Katja Thies said.
“We’ve seen great success overseas. In Germany, which is similar to the Australian market in terms of product, 25 per cent of the purchase volume came from new users each month, demonstrating that people are excited to try the new blend and that there is opportunity to grow our brand loyalty. Overall the German market had a 10.8 per cent penetration rate and 43 per cent repeat rate after one year, which is an excellent result.”
McCain Foods, meanwhile, has launched a new premium frozen Takeaway pizza range that it says provides consumers with the takeaway taste and quality with the convenience of frozen pizza.
The Takeaway range differs to its current range in that it features stone-baked crispy crusts and generously hand-topped flavour combinations, according to McCain.
“McCain is a leader in the frozen food category and we’re committed to developing products that deliver on convenience and great taste, with no compromise,” McCain Foods Australia/New Zealand marketing manager Katrina Wilson said.
“Takeaway Pizza is no exception; we’ve worked hard to create a range we’re proud of and know consumers will enjoy.”
The company has backed the launch with a new advertising campaign.
The McCain Takeaway Pizza range is available in the freezer aisle of selected Coles, Woolworths, and IGA stores nationally. It is available in a large 530g size for RRP $8.49.
