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February 5, 2016

Kerry Group launches Pure free-from meals in UK

Kerry Group has extending its dairy-free spreads brand Pure into the UK meals market with the launch of lunchtime and evening dishes.

By Dean Best

Kerry Group has extending its dairy-free spreads brand Pure into the UK ready meals market with the launch of lunchtime and evening dishes.

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The Ireland-based business has developed four pots aimed at the lunchtime meal and three dishes for evenings. All products are dairy- and gluten-free.

Brand manager Alastair Gibbons said: “We have seen a macro shift in consumer perceptions about free from, with such products now appealing to a much wider audience. Free-from products are now purchased by one in three shoppers and our expansion into the ready meals category with Pure will broaden the options available by providing shoppers with an easy, natural, fresh way to eat free from that will fit easily into their busy schedule.”

Kerry has also changed the logo for the Pure brand, which it says will appeal to a wider audience.

The four 300g lunchtime pots, which include spicy Singapore chicken noodles and a roasted butternut squash risotto, have an RRP of GBP2.85. The three 380g evening meals, including a green Thai chicken curry, have a recommended price of GBP3.50.

Pure is among the largest brands in dairy-free spreads. Last week, Unilever entered the UK dairy-free spreads category with the launch of Flora Freedom. You can read our analysis of Unilever’s move here.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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