Encona Sauces, the UK’s no.1 hot pepper sauce brand*1, announced major innovation in 2015 with the launch of a new range of Encona Marinades – a first for the brand – along with additions to the existing Encona range and a packaging and label refresh.
Tapping into growing consumer interest in world cuisine and scratch cooking, the Encona Marinades launched as three 180g variants, packaged in square glass jars; Moroccan Harissa, Korean BBQ and Jamaican Jerk BBQ, all with an RRP of £1.99.
As well as the new Marinades, the company also unveiled an addition to its 142ml glass bottle range, in the form of a Peruvian Amarillo sauce (RRP £1.49), as well as a new look for its squeezy bottle format (285ml) featuring two new variants – Mexican Smokey Jalapeno and Thai Mild Sweet Chilli (RRP £1.99).
As part of the label refresh across the Encona Sauces range, bolder, brighter colours were introduced to create greater stand out on-shelf, along with clearer usage instructions for consumers.
“The launch of Encona Marinades, along with the addition of new flavours to the line-up, signified a major step change for the brand,” says Nyree Chambers, Head of Marketing for Grace Foods UK.
“Consumer research demonstrated a gap in the market for Encona Marinades, appealing to those with a love of scratch cooking, and further diversifying the usage occasion for the brand. This year we brought the brand into a new category, providing a greater profit opportunity for retailers whilst driving category growth.
“With Encona Sauces, we strive to seek out exciting flavours from across the world. With these new variants, we have significantly diversified the range taking the brand into a new flavour territory – something which continues to set us apart from the competitive set.
“Korean, Peruvian, Mexican and Moroccan were all identified as key world food flavour trends, which is reflected in our Marinades, and further afield across the Encona range.
“In addition, with our Thai Mild Sweet Chilli (285ml) we aimed to appeal to families looking for something milder in a squeezy format designed to be enjoyed around the dinner table.”
The launch of the Encona Chilli Sauces and Marinades was supported by a partnership with the Heart London drive-time show, press ads, online and in-store campaigns.
*1 IRI UK Table Sauces (Chilli & BBQ) MAT 52 w/e 10th October 2015