North Yorkshire based Malton Foods launches its first range of pot snack products under the ‘Pot Stuff’ brand. The instant hot snacking category is growing by 11% year on year in value terms and more and more retailers are making space within their fixtures to meet the demand for ‘food on the go’.
Pot stuff has been designed to appeal to 16-44yr old males, positioned as a quick and easy lunchtime alternative to a sandwich or wrap. Each pot has a higher than average protein content for the category and each meal in the range is designed to have a chunky appearance and hearty feel.
Each 320g pot is filled with flavoursome ingredients and is ‘pot to hot’ in 2 ½ minutes. The range comes in three varieties traditional Beef Stew & Dumplings, Mexican Chilli & Wedges and Italian Style Meatballs & Fusilli Pasta. Each 320g pot is preserved naturally and is free from artificial colours and flavours.
Robert Burns, marketing controller at Malton Foods, said: “We are delighted to announce the launch of Pot Stuff, in response to the growing demand from shoppers for more variety in the instant snacks category – we hope the brand and its positioning as a value added meaty lunchtime snack hits the spot with consumers and we will be supporting the launch in store with price promotions throughout the year.”
“Pot Stuff is the first of our own label brands, to come off our newly installed rigid plastic filling line, which represents a £500k investment in new infrastructure. We are also working on several own label and branded projects to follow in the months ahead.”
Pot stuff has a retail price of £1.99 and is available in independent retailers in the North West and Asda Stores nationwide from 23rd June 2013.
About Malton Foods
Malton Foods is a rapidly evolving producer of convenience foods, with over 50 years’ experience within both the foodservice and retail markets we produce a range of ambient convenience products in rigid & flexible multi-layer barrier packaging.
Malton Foods Ltd supply a range of well-known brands within the ambient food category including Tyne, Chesswood, Pot Stuff, Wayfayrer and Westlers, in addition to retailers own label brands.
Malton Foods is part of Zwanenberg UK, the UK arm of the Zwanenberg Food Group BV, which is a family owned food group with manufacturing sites in Holland, The UK and the US.