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Loyd Grossman is expanding beyond its core jarred sauce range with the launch of new premium pasta sauce and rice kits, marking what the brand describes as its most significant move since launching in 1995.

The new range, launching in Tesco from the week commencing 6 July before rolling out to other retailers later this year, is designed for consumers who want greater involvement in the cooking process while still relying on convenient shortcuts.

The premium pasta sauce kits are available in Signature Bolognese, Creamy Mushroom and Creamy Tomato & Chilli variants, with a recommended retail price of £3.75.

Each kit contains three individually prepared pouches, cooked in small batches using fresh ingredients. The pouches are added in stages during preparation, with the brand aiming to recreate the layered depth of flavour associated with restaurant-style cooking.

The new format is designed to appeal to shoppers seeking a more interactive cooking experience without sacrificing convenience or consistency.

The range also includes two premium rice kits: Smoky Spanish Style Paella and Creamy Mushroom Risotto. Both products cook in 12 minutes and are positioned as convenient alternatives for consumers looking to prepare dishes that can traditionally be perceived as time-consuming or difficult to get right.

The launch will be supported by Loyd Grossman’s biggest marketing investment in 15 years. A new creative platform will roll out across YouTube, social media, radio and out-of-home advertising during October and November, followed by a second campaign burst in January and February focused on the brand’s core range.

Rob Watson, global cuisines brand director at Premier Foods, said: “This launch is about genuine innovation – giving shoppers a reason to trade up and retailers a genuinely incremental range, backed by the biggest investment we've put behind the Loyd Grossman brand in 15 years.”

Loyd Grossman added: “My premium pasta sauce and rice kits are made with ingredients that capture my love for Italian and Mediterranean flavours. We cook these sauces in stages, the traditional way, for real depth of flavour, to help you create quality dishes at home in minutes.”

The Loyd Grossman premium pasta sauce and rice kits will launch in Tesco with distribution to other retailers expected by October.