The trial is part of the manufacturer’s plan to drive the growth of its brands overseas.
The company said in a statement: “Following their big win earlier this year with a permanent listing of four Loyd Grossman cooking sauces in 300 French Monoprix stores, the team are hoping to extend the range after securing a one-month introductory trial of two of the brand’s Express Pouch skus [stock keeping units] in 200 stores.”
300 French Monoprix stores
The trial, which was now live in French stores, was supported by in-store promotion. French shoppers were being invited to buy pouched products for the first time in two flavours – Carbonara and Tomato & Basil.
Premier Foods’s international business manager for Northern Europe Nick Rowlands said: “We’re confident our Express pouches will prove a popular addition to our existing Loyd Grossman range in Monoprix and help us grow the brand within the French market.”
Meanwhile, earlier this month, the manufacturer blamed falling first-half sales on unseasonably warm weather.