Aviko, one of the world’s biggest manufacturers of chips and added value potato products, has secured its first major supermarket listing. From late October 2017, two new premium Gastro Gratin products will be rolling out across Waitrose stores in the UK.
The Gratin market in the UK is currently growing at 38% year on year and is worth £3.3m
– but the market is currently dominated by own label and larger pack formats. Aviko’s Gastro Gratins tap into a gap in the market for branded premium flavoured gratin in a smaller pack size. The company believes its latest launch will help unlock a multi-million pound sales opportunity.
The two new Gastro Gratin products – Sweet Potato Gastro Gratin and Rosemary & Thyme Gastro Gratin are made with slices of sweet potato and potato respectively and mature cheddar from award winning cheese producer Godminster. The Sweet Potato Gratin also has a hint of garlic for added taste and flavour. Each 200g pack contains two individually wrapped portions of gratin which offer the perfect size and convenience for one and two person households. The range is also gluten free and suitable for vegetarians.
Shah Khan, marketing manager, Aviko UK & Ireland, speaking about the new launch and listing in Waitrose says: “Consumers are increasingly looking for meal time inspiration. They want more choice and variety to complement a variety of dishes and make their meals that little bit more special. Our research shows consumers are prepared to pay more for gratin that offers premium flavours and quality ingredients so it’s a great opportunity to trade-up consumers and add category value. We’re absolutely delighted with the Waitrose listing and we think that once shoppers have tried them they are going to keep coming back to buy them time and time again.”
To drive awareness and trial, Aviko will be supporting the launch in Waitrose with a 25% off promotion and a strong shopper campaign including advertising in Waitrose Weekend.