Enco Products Limited, the UK’s leading supplier of Caribbean food and drink, is set to embark on big brand investment in 2010, extensively supporting its core brands, Encona Sauces, Nurishment and the Grace branded food and drink range.
A strong focus on innovation and NPD will also move the category leaders to the forefront of consumer’s minds when looking for traditional Caribbean products.
In doing so, the company will ensure that Caribbean food and drink remains one of the star performers in the UK’s ethnic food market, fuelled by consumer demand for new taste experiences.
“In order to deliver accelerated market growth in the next 12-months we will continue to offer consumers a range of products that deliver exceptional quality and value. This will be complemented by the biggest brand investment this category has seen for many years.
“As category leaders we are aware of our responsibility to deliver incremental growth and profit opportunities by encouraging loyalists to continue to buy the products and urging new consumers to try the world foods’ experience with Enco,” says George Phillips, Enco Products Limited’s Commercial Director.
The company will launch targeted sampling campaigns for its two best-selling brands, Encona sauces and Nurishment, the UK’s number one nutritionally-enriched milk drink, as well as its Grace and Dunn’s River ranges to drive consumers to the fixtures.
2009 saw Enco Products broadening the appeal of Encona Sauces with the introduction of a host of exciting, new flavours from the Far East, Asia and the Americas. The new Encona Taste Explorers range will be supported by a national sampling campaign, online and print media support in 2010, aiming to bring new consumers to the fixture as well as engaging brand loyalists.
The company has also introduced a new PET format to Nurishment, the UK’s number one nutritionally enriched milk drink to complement the existing can range, Nurishment Original. The new range, Nurishment Extra, is available in four delicious flavours – chocolate, strawberry, vanilla and banana – in a handy 310ml PET bottles.
Enriched with selected vitamins and minerals which deliver a nutritional boost, Nurishment is targeted at consumers who lead busy, active lifestyles – on the move, at home or work. Brand support will include national sampling, tube advertising, print advertising and online support with the launch of its new website.
A steady stream of other new product developments has been instrumental in generating sustained market growth, resulting in increased distribution across both the multiple and independent trade channels.
Recent NPD launches have included a range of Grace branded instant porridges, microwavable rice mixes and teas, along with regular and chilli flavoured tomato ketchup, a new-look Tropical Rhythms in a PET format and chilli plantain chips. All of these will also be supported by sampling activity in 2010.