Loyd Grossman steps away from sauces
Loyd Grossman expands beyond jarred sauces with premium pasta and rice kits, launching in Tesco stores this July. Discover the new range.
Loyd Grossman is making its most significant move since launching in 1995, expanding beyond jarred sauces with a new range of premium pasta sauce and rice kits.
The brand, known for its cooking sauces, will introduce the kits in Tesco stores the week of July 6, with plans to expand to other retailers by October.
Kits designed for hands-on convenience
The new range includes two lines: Premium Pasta Sauce Kits and Premium Rice Kits, both priced at £3.75. The pasta kits come in three flavors—Signature Bolognese, Creamy Mushroom, and Creamy Tomato & Chilli—while the rice options feature Smoky Spanish Style Paella and Creamy Mushroom Risotto.
Each kit contains three individually prepared pouches, cooked in small batches using fresh ingredients. The design follows the layered cooking techniques used in restaurant kitchens, letting home cooks combine components in stages for richer flavor. The rice kits aim to simplify dishes that usually take time, with both lines ready in 12 minutes.
Rob Watson, global cuisines brand director at Premier Foods, described the launch as a significant step forward. It encourages shoppers to choose higher-quality options while giving retailers a new product line. The kits target food lovers who enjoy cooking but want convenience and reliable results.
Related: Waitrose now accepts digital newspaper subscription vouchers
The approach differs from typical meal kits. The pouches are pre-cooked in stages, so the final dish keeps the depth of a slow-cooked sauce or risotto without the usual effort.
Biggest advertising investment in 15 years
The launch will be supported by Loyd Grossman’s biggest advertising investment in 15 years. The first phase starts in October and November across YouTube, social media, radio, and out-of-home ads, with a second wave planned for January and February.
Loyd Grossman commented on the new range, highlighting the brand’s commitment to authentic Mediterranean and Italian flavors. “We cook these sauces in stages, the traditional way, for real depth of flavour, to help you create quality dishes at home in minutes,” he said.
The kits will initially sit alongside Loyd Grossman’s existing jarred sauces.
