IAM SUPER GRAINS launch into market at Asda

IAM SUPER brand aims to stir up the fast growing pre-cooked grains category with the launch of its easy, tasty IAM SUPER GRAINS – a new range of ‘out of this world’ ready to eat grain mixes in handy microwaveable pouches.

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.

Four lines of the new IAM SUPER GRAINS launch into over 400 Asda stores in early July with an RSP of £1.99 for each 250g pouch. The easy, tasty and healthy combinations are: barley, sweet potato and chorizo; quinoa, mixed peppers and lentils; bulgur wheat, chickpea and chive; and spelt, borlotti bean and mint.

The GRAINS launch comes hot on the heels of the brand’s IAMSOUPER high protein soups which recently received a major distribution boost from Asda and Sainsbury – with Asda extending placements to over 500 outlets.

Barney Mauleverer, co-founder of the IAM SUPER brand, 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.”

The ready meal market is on the up – the category increased in value by £151.1m last year [Kantar 52 w/e 8 November 2015].