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MERCHANT GOURMET LAUNCHES NEW RANGE OF FLAVOURED COUSCOUS

14th February 2012

Merchant Gourmet, usually known for its ingredients products, has launched a new range of flavoured couscous in ready to use pouches. With no need to add water they’re perfect for anyone looking to grab a tasty meal, fast.

With the new range comes a fresh pack design to reflect the exciting flavours and give stand out on shelf. It aims to add a premium tier to a category already worth £15.8m (Kantar 52 w/e 4 Sep 2011) but where growth has primarily been driven by promotions.

Available in three delicious varieties the couscous is ready to eat, hot or cold straight from the pouch. Simply pop in the microwave for just one minute and serve - convenient and healthy with zero preparation.

Merchant Gourmet’s new couscous range uses quality ingredients to ensure every pouch is bursting with flavour:

Couscous Harissa - packed with delicious spices, sunflower seeds, giant couscous and warming chilli

Couscous Tomato - full of sundried tomatoes, peppers and olives with a hint of basil

Couscous Moroccan - a mouth-watering combination of dried fruits, aromatic Moroccan spices and nutty chickpeas

The couscous pouches offer a fantastic lunchtime alternative. They can also be used as a side dish to transform an evening meal. Try baked sea bass with Couscous Moroccan or roasted squash, rocket and pan-fried chicken thighs with Couscous Tomato, or grilled lamb chops with a warm Couscous Harissa salad and Feta cheese. If you’re pressed for time, simply heat and serve with warm crusty bread - the list is endless!

Sanjay Davda, Retail Controller at Merchant Gourmet, said:

“These products are the first in an exciting new ‘Meals in Minutes’ range from Merchant Gourmet. We know people lead busy lives and we have launched lots of ingredients these last few years to save people time when cooking. This time we have decided to take it a step further and put all the ingredients together for them’

“Couscous is becoming an increasingly popular ingredient with shoppers and we wanted to offer a range that is convenient, versatile and tastes incredible! We hope that this will attract new customers to the category.”

Merchant Gourmet’s couscous range is available to purchase in Sainsbury’s from March and in Waitrose from April starting at RRP £1.79.
 

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