Iglo innovates in spinach with stick format
European frozen food specialist Iglo, which is owned by Nomad Foods, is launching a Blubb Sticks – spinach sticks coated in breadcrumbs – in Germany.
The company said the brand – a well known childhood offering in Germany focused on spinach – will appeal to “new users” by inspiring consumers with a “practical finger food format”.
Instead of the traditional accompaniment – fried egg and mashed potatoes – the company encourages people to experiment with a dip recipe on the back of the pack.
Announcing the launch, Iglo said that as well as appealing to new consumers it wants to increase purchase frequency of existing shoppers, incrementally growing the frozen spinach category.
Blubb Sticks will be available throughout Germany for an RRP of €1.99 per 284 g package.