English Provender shakes up salad dressings

classic-cut-outThe English Provender Company is shaking up the dressings category with the launch of exciting new sachet packaging for its best selling low fat dressings.

“Singles” is a pack of six single-serve sachets aimed at delivering convenient salad solutions for on-the-go eating, including lunch boxes, picnics and workplace meals. Initially being launched in popular Classic French, Lime & Coriander and Honey & Mustard variants, Singles will retail for around £1.45.

Mark Bosworth, Marketing Controller, said: “The category is dominated by glass bottles and has traditionally seen NPD driven by new flavours rather than delivering convenience through packaging. The retailers have been extremely enthusiastic about Singles, and we are confident consumers will love them too.”

Marketing support will position the ambient single portion sachets as easy to use and store, leaving no waste and providing portion control. Adds Bosworth: “Our dressings are less than 3% fat, and contain fewer than 44 calories per sachet, making them ideal for consumers needing instant confirmation of their calorie intake.”

Singles are also expected to be a hit with cost conscious consumers. The ability to easily mix varieties and minimise wastage provides a cost effective way of giving the family a choice of flavours, he says.

Singles could also boost sales of English Provender’s 250g bottled dressings. The sachets allow a great way of encouraging trial and driving penetration, admits Bosworth.

English Provender
www.englishprovender.com