Findus Drives Consumers Back to the Frozen Aisle Monday 21 January 2008 PDF Print London, 21/01/08: Following the great success of Findus Novelli frozen meal solutions Findus announces the launch of a limited edition range - available in store from February 2008. The Findus Novelli range has added an incremental £2.1m1 to the frozen category within the first year of launch. Findus plans to build on the continued success of the range in 2008 with the launch of four Limited Edition products. The company, in conjunction with celebrity chef Jean Christophe Novelli, has created some perfect winter warmers to brighten up cold evenings, with listings secured in selected Tesco stores across the UK from the end of January. Commenting on the limited edition range Novelli says: "When we launched the original range I saw it as just the start of a wonderful relationship, and I was right. “This limited edition range represents some of my favourite comfort winter dishes and the reason for introducing these new recipes is that, just as good restaurants regularly change their menus, I feel it is in keeping with our restaurant-quality image to do the same. “By introducing new dishes we will continue to bring excitement to the freezer aisle and keep consumers interested by truly maintaining our promise to deliver restaurant-quality food, straight from the freezer.” Adding his endorsement to the range, managing director Vidar Engen explains why he feels the limited edition products will continue to build the Findus Novelli brand, adding incremental value to the frozen sector as a whole. “The Findus Novelli range was a real first for the frozen sector a credible celebrity chef who was, and is, willing to put his name to a range of restaurant–quality frozen meal solutions. We are delighted with the success and overwhelmingly positive consumer feedback on the Findus Novelli range so far. “The Novelli brand is now worth £2.1m, which has been achieved in just nine months sales, clearly indicating that consumers now understand that frozen doesn’t have to mean economy. “But we all know that consumers are fickle so it’s vital for our customers to keep their customers interested in the frozen aisle, and with the launch of this new limited edition range - which is to be supported by strong above-the-line advertising - we can continue the profitable drive the original range started.” The launch is to be supported by a £1m+ terrestrial and satellite TV advertising campaign from February through to March. The four new limited edition products are: • Findus Novelli Meal Solution: Caramelised Cider Pork Belly - tender pork belly in a fennel and cider sauce served with delicately smoked mashed potato • Findus Novelli Fish Dish: Salmon Harissa - salmon fillet with a spiced tomato and coriander Harissa style sauce • Findus Novelli Accompaniments: Curried Cream Potato Dauphinoise -layered potatoes in a light creamy curried sauce topped with Swiss style cheese • Findus Novelli Accompaniment: Mediterranean Vegetable Piperade –a delicious medley of Mediterranean vegetables with a reduced tomato sauce topped with Emmental cheese - ends - Notes to editors: 1 TNS 52 we September 2007 Findus Novelli brand value = £2.1 million Below is a full list of the Findus Jean Christophe Novelli products as well as a brief history of Findus Ltd. and Jean Christophe Novelli’s biography. Limited edition range of products: - Caramelised Cider Pork Belly - Tender pork belly in a fennel and cider sauce served with delicately smoked mashed potato - Salmon Harissa - Salmon fillet with a spiced tomato and coriander Harissa style sauce - Curried Cream Potato Dauphinoise -Layered potatoes in a light creamy curried sauce topped with Swiss style cheese - Mediterranean Vegetable Piperade - A delicious medley of Mediterranean vegetables with a reduced tomato sauce topped with Emmental cheese Existing range of products: RSP £2.99 • Haddock Mornay - on a bed of spinach topped with a rich cheese Mornay sauce (serves one) • Prime Cod fillet tower - topped with spinach, tomato sauce and Emmental cheese and served on a bed of creamy mashed potato • Lemon & Honey Roast Chicken served on a bed of creamy spring onion mash • Lasagne Novelli with a creamy camembert béchamel sauce • Mediterranean Rigatoni - with chunky aubergine, red onion, peppers, courgettes, fennel, olives and cherry tomatoes with a blue cheese glaze RSP £1.99 • Apple & Raisin Crêpe Crumble with white chocolate brandy sauce & toasted oats • White and Dark Crêpe Chocolat From Frozen Food to Famous Chefs – the Story of Findus Nordic Know-How Findus has its origins in the Nordic region. In 1941, Marabou, a Swedish confectionery company acquired a small factory in the Northwest of Scania (Sweden) - with a brand called Findus. In 1962, Marabou sold the Findus business to Nestlé, and it remained under Nestlé ownership until January 2000, when it was sold to EQT Scandinavia BV. With a turnover of approximately EUR 800 million Findus has a presence in Norway, Sweden, Finland, UK, France, Spain, Germany, Denmark, Czech Republic, Slovakia, Hungary, Thailand and Australia, employing around 3,000 people. Cool Britannia In April 2005 ownership of Findus Ltd. was transferred from EQT, to the private ownership of Geir Frantzen, previously a senior manager at Swedish parent company Findus AB. Commenting on his takeover Frantzen says: “It was an enormous step to take but the UK food market is one of the most dynamic and exciting in the world right now and to not have taken the opportunity to buy into it would have been foolish indeed. “We understand the challenge facing busy consumers in today’s increasingly hectic world; they want good quality food with the minimum of fuss, that's why we're dedicated to making their choices easier by creating food solutions that are delicious and convenient." Jean Christophe Novelli Jean Christophe Novelli is a Michelin and 5AA Rosette award-winning French chef, whose accolades include AA Chef's Chef of the Year, European Chef of the Year finalist representing Great Britain and the prestigious Egon Ronay Desert of the Year. He has also won Restaurant of the Year on numerous occasions and many other awards for culinary excellence. His Novelli Academy Cookery School, where he personally teaches all the courses, is considered one of the top in the world. - ends - For More information please contact: Zara Reid Rose Reid Media Tel: 05600 752008 Email: firstname.lastname@example.org This press release was distributed by ResponseSource Press Release Wire on behalf of Rose Reid Media in the following categories: Business & Finance, Media & Marketing, Retail & Fashion, Public Sector, Third Sector & Legal, for more information visit http://pressreleasewire.responsesource.com/about.