Encona Sauces urges retailers to tap into consumer trend for ‘free-from’ foods

Encona Sauces, the UK’s number one hot pepper sauce brand*1, is urging retailers to tap into the burgeoning free-from foods market, by stocking a wide variety of free-from products including sauces and condiments.

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The free-from category has grown significantly in recent years, with sales of £355.1m, growing at 20% YoY*2

The Encona Sauces range not only offers consumers a diverse range of flavours from around the world, from mild to extra hot, but also enables retailers to cater to increased demand from shoppers looking for gluten or lactose free sauces.

“With the current market interest in free-from, not only from those with dairy or gluten intolerances, but from shoppers interested in the health and nutritional benefits of free-from foods, there’s a huge opportunity for retailers to drive sales within this space,” says Sam Bidgood, Brand Manager for Grace Foods UK.

“As the trend has developed, we have seen a growing number of retailers dedicating more space to free-from products. We would always advise retailers to stock those beacon brands that shoppers will be looking for, and with the majority of sauces in the Encona range being gluten and lactose free, we can give shoppers the reassurance they are seeking, whilst helping retailers grow profits and in turn, the category.”

All 20 variants in the Encona Sauces range (including 285ml squeezy variants) are gluten free, with all but one (Encona Thai Chilli and Garlic) also being lactose free.

Two variants from the new Encona Marinades range, Moroccan Harissa and Jamaican Jerk, released in April this year, are also suitable for those with gluten and dairy intolerances.

Bidgood adds: “Merchandising also plays a key part in raising awareness of a free-from range in-store. By displaying the right POS, highlighting usage occasions and ensuring the category is well sign-posted, retailers are sure to see an increase in shoppers visiting the fixture.”

The Encona Sauces brand has recently undergone a label refresh across the whole range, creating greater standout on-shelf designed to attract shoppers.

As well as offering gluten and lactose free options, Encona Sauces continues to educate consumers on the versatility of the range, showing that Encona can be used as a marinade or cooking ingredient as well as a dip and table sauce.

Enco Products, a subsidiary of Grace Foods UK, urges retailers to stock up on this market-leading range of table sauces, to make the most of the growing free-from category.

*IRI UK Table Sauces (Chilli & BBQ) MAT 52 w/e 20th June 2015

*Kantar Worldpanel 52 w/e 14th April 2014.

www.enconasauces.co.uk