Cous cous is the right stuff to influence innovative recipe concepts

Symington's is aiming to reinvigorate the stuffings market with the launch of a string of new products under its Ainsley Harriott brand.

Using cous cous as a base, Symington's has developed four new stuffings designed to encourage consumers to use stuffings in new recipes and not just as an accompaniment to the traditional Sunday roast.

"The stuffings market is worth nearly £29M, but it has been running flat for some time. It badly needs an innovative new product that will inspire consumers to use stuffings more often," says marketing director Henrik Pade.

"We have developed four new recipes with cous cous and wholemeal breadcrumbs as a base - the result is a stuffing with better texture, taste and mouthfeel than the traditional offerings. It also benefits from consumers' healthy perception of cous cous."

Pade claims stuffings are generally seen as a side dish, but the new recipes open up fresh opportunities for consumers to create dishes for every day of the week. "The new range can be used to stuff peppers, tomatoes and mushrooms, providing great appeal for vegetarians, as well as being used to stuff poultry, meat and fish," he says.

The range comes in Sage & Onion, Onion & Thyme, Mediterranean and Cranberry varieties.