High-protein soup brand Iam Super has developed a new range of ready-to-eat grain mixes in convenient microwaveable pouches, as it aims to stir up the fast-growing pre-cooked grains category.
The four varieties of Iam Super Grains consist of barley, sweet potato and chorizo; quinoa, mixed peppers and lentils; bulger wheat, chickpea and chive; and spelt, borlotti bean and mint. Each of the easy-to-make and healthy combinations have launched into more than 400 Asda stores this month with a recommended retail price of £1.99 for a 250g pouch.
On-trend ingredients and flavours wrapped in vibrant, modern packaging are designed to attract younger, health-conscious consumers who are looking for a fast and satisfying nutritious meal. The microwaveable pouches of pre-cooked, long-life grain mixes deliver all natural sources of protein and fibre, Iam Super said.
The Grains launch follows the release of its Iam Super high-protein soups, which recently received a major distribution boost from Asda and Sainsbury – with Asda extending placements to over 500 outlets.
Iam Super co-founder Barney Mauleverer said: “We’ve managed to create a funky mix of flavours for Grains that are bang on trend and will attract the young and adventurous types who are less likely to cook these meals from scratch. High in protein and high in fibre, these tasty pouches are packed with natural goodness that helps you stay fuller for longer. They’re great added to a meal or eaten on the go – in the office, at a festival or on a hike.
“The health trends for more protein and fibre in the diet are fuelling demand for more convenient ways to eat healthily and this has now hit the long-life shelves. It’s become a very dynamic area and we join a handful of other brands that are driving a surge in activity in what was, until very recently, a rather dry and dusty category.”
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