Premier Foods has announced an exclusive partnership with popular kids franchise Pokémon for its Batchelors brand.

Rolling out across stores nationwide from 27 January, the partnership offers shoppers a series of prizes through an on-pack promotion, coinciding with the launch of the latest game in the series, Pokémon Legends: Arceus. Premier believes the campaign is well-placed to attract interest, with the UK being the sixth-largest gaming market in the world.

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The promotion sees Pokémon characters feature across packaging for Batchelors Super Noodles and Pasta ‘n’ Sauce ranges. There are 100 prizes to win each week, including Nintendo Switch consoles, Pokémon plush, Pokémon trading cards, and video games Pokémon Brilliant Diamond and Pokémon Shining Pearl.

Naomi Shooman, brand director for quick meals, soups and snacks at Premier Foods, said: “Following on from previous success of gaming partnerships for Batchelors, we are delighted to be joining forces with Pokémon this year, the highest-grossing media franchise in the world.

“Our on-pack promotion will give shoppers the chance to win a range of prizes and Pokémon products set to attract new shoppers to the category and encourage existing Batchelors fans to grab a pot or pack of Super Noodles or Pasta ‘n’ Sauce more often. We know that Batchelors is particularly popular with those aged 35-44, coupled with Pokémon’s wide-ranging appeal to younger adults, we see the partnership as a real recipe for success.”

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