Symington’s targets convenience snack segment with ‘Mug Shot’ snacks

Posted by AFN Staff Writers on 11th June 2014
Symington's new Mug Shot range

Food manufacturer Symington’s has expanded its portfolio in Australia with the launch of its Mug Shot range of instant snacks.

Symington’s said it developed the products to target Australia’s $317million snack-in-a-mug convenience category.

The Mug Shot range is available in six flavours: Sweet & Sour (noodle); Chicken & Sweet Corn (pasta); Creamy Cheese (pasta); Tomato & Herb (pasta); Thai Style (noodle); and, Chinese (noodle).

Symington’s Australia Pty Ltd. is a subsidiary of Symington’s Ltd. (UK), one of the UK’s long established food companies. Established in 1827, today Symington’s produces a wide range of products under its own brands, under licence and for private label customers. The company is a leading player in the food categories within which it competes, with a portfolio of brands including Ragu, Chicken Tonight, Campbell’s, Ainsley Harriott, and Aunt Bessie’s in the UK, and Chicken Tonight, Raguletto, Five Brothers, and now Mug Shot in Australia.

Symington’s said Mug Shot was one of the UK’s most popular/fastest growing convenience snack brands, with the equivalent of two packs being sold every second and growing at 42 per cent in 2013 alone.

“Mug Shot has been a phenomenal success in the UK, giving consumers a convenient, quality snack or meal option that keeps them on the go,” said Allen Hunt, Symington’s Australia Marketing Manager.

“The Australian snack-in-a-mug category has had very little in the way of innovation for some time, so we believe consumers will love the Mug Shot range as it satisfies hunger, has less than 3 per cent fat in every mug, and comes in a great variety of flavours, to keep you going throughout the week,” Mr Hunt said.

By adding hot water, Symington’s said the Mug Shot range of six noodles and pasta flavours are “ready in minutes”, delivering either a convenient and satisfying meal option, or snack in between meals. Symington’s said Mug Shots were “suitable for vegetarians, contain no artificial colours or preservatives, and are baked, not fried, meaning they are low in fat and calories”.

The Mug Shot range is available for RRP $1.39 nationally at Coles supermarkets.