George Phillips, Commercial Director of Enco Products Limited, manufacturers of Encona Sauces, the UK’s best-selling range of chilli sauces, is urging retailers to ‘seize the opportunity’.
“The informality of outdoor dining provides the perfect opportunity for people to add some theatre to entertaining and to provide guests with taste experiences they may not have tried before.
“Hot, chilli sauces are not only a talking point at BBQs, they’re also an inexpensive way for consumers to make them a more memorable occasion. What’s more, the versatility of chilli sauces means they can be used to flavour food before it’s cooked, as a pour over on the BBQ, or simply as a dressing or a dip,” he says.
Encona Sauces is heavily targeting its marketing activity at outdoor diners this year. This follows a traditional peak in demand during the summer months.
Enco Products will be undertaking the biggest ever sampling programme for Encona Sauces this summer in a campaign that spans 15 high profile English Heritage Picnic concerts. The summer-long concert series begins on June 26 at Hampstead’s Kenwood House.
Originally heavily influenced by Caribbean flavours, the appeal of Encona Sauces has been broadened by the introduction of new flavours from around the world.
The two best sellers in the Encona Sauces range are West Indian Original Hot Pepper Sauce and Thai Sweet Chilli Sauce, both of which are targeted heavily at the BBQ market, along with Texan Chilli BBQ Sauce.
Meanwhile, Enco Products is working closely with retailers to make the Encona Sauces range more accessible.
“Retailers now recognise the mainstream appeal of Encona Sauces and, in addition to the seasonal BBQ fixture, now site the range in the main table sauces fixture. We, in turn, are working hard to drive people to the fixture,” adds Phillips.
Enco Products Limited
Tel: 01707 326555