Mattessons launches £5m Fridge Raiders flavour

Kerry Foods is to spend £5m on its Mattessons Fridge Raiders brand in a move to meet demand for spicier food, says the company.

A new Vindaloo flavour has been added to the £23m Fridge Raiders brand, and is part of the 'Hot Editions' line.

It follows advertising, which broke in March, "focusing on the primal urge to eat meat and hunt which emphasises the big flavour and meaty taste of Fridge Raiders", said the company in a release.

Derek Williamson, marketing director at Kerry Foods, added: “This new launch for Fridge Raiders follows a packaging refresh across the entire range and is part of a wider brand relaunch campaign, rolling out over the course of 2010.

"With the backdrop of the forthcoming World Cup we’re confident that Vindaloo flavour will resonate well with our male target audience."

New Vindaloo flavour Fridge Raiders will be available in major multiples and convenience stores from May.

The new Vindaloo variant takes the Mattessons Fridge Raiders range to a total of six: Roast, Southern Fried, Tikka, Barbeque and Hot & Spicy.

>> New look launched for Mattessons range

>> Kerry Foods pours £5m into Mattessons brand

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