Epicure demonstrates growth ambitions with the launch of three super premium mayonnaises

This month, heritage kitchen cupboard staple brand Epicure has announced the launch of three new mayonnaises, with a firm focus on premium positioning. This extension will newly take the already well-loved Epicure name into the sauces and condiments category for the first time, hot on the heels of its most significant rebrand in decades at the end of last year. The trio of mayonnaises will include a luxurious creamy classic variety; another with a hint of smoked garlic; and a third made with Habanero chillies for a hot, fresh chilli kick.

Mayonnaise is the third most popular sauce or condiment globally[1], with sales rising by 6.9% to £15.5m in 2017[2] in a trajectory that is set to continue. Epicure’s premium mayonnaises aim to capitalise on consumers’ love affair with this versatile sauce by providing a high-end version for fans. The range is made using top-quality free-range eggs that deliver exceptional taste, alongside an absence of any artificial ingredients. In another nod to the brand’s quality credentials, the range is produced only in small batches for ultimate control and consistency. Consumers will be able to tailor their homemade dishes with each of the variants, which comprise:

  • Classic – Luxurious and creamy, this classic option is the perfect choice for the traditional mayonnaise lover.
  • Smoked Garlic – A hint of smoked garlic gives depth and additional complexity to a mayonnaise that will complement a range of dishes.
  • Habanero Chilli – For those that enjoy an element of spice in their meals, this mayonnaise will provide enough heat to satisfy any chilli fiend.

Jason Beaumont, Brand Director, said: “We’re constantly in search of innovation and the most flavoursome ingredients to bring authentic products of exceptional quality to UK consumers. The Epicure heritage is all about sourcing the best of the best, to bring end users a product that stands out against its competitors.

“We’ve taken on the challenge of bringing mayonnaise into our range and we’re incredibly proud of the result. Produced in small batches, made with only free-range eggs and containing nothing artificial, we have ensured that the new range of crafted mayonnaise is sourced using only the finest ingredients. Whether it’s classic, smoked garlic or habanero chili, we’ve got all the bases covered for anyone looking to add that perfect dip, dollop or spread to their meal.”

Available to farm shops, delis, garden centres and the convenience and grocery retail channels, the 245g jars of mayonnaise carry an RRP of £2.50. The range is ideal for retail owners looking to offer a premium option for consumers looking for products that deliver on quality and taste to the highest degree. As part of its quality positioning, the shopper journey doesn’t finish when a consumer takes the jar home – the brand has a wealth of recipes on its new website to provide inspiration, now including five ways with mayonnaise in line with this launch.

The mayonnaises also deliver on visual appeal, with classy branding that launched last year to underpin Epicure’s incredible history and heritage. The refreshed look and feel hits the mark with an elegant black and gold design that has been rolled out across the brand’s 100-strong product range as it continues to expand its portfolio of kitchen cupboard essentials. The new mayonnaise range will deliver outstanding on-shelf impact and contemporary appeal for stockists.

[1] https://www.marketwatch.com/press-release/dressings-food-market-2019-global-trend-segmentation-and-opportunities-forecast-to-2025-2019-01-15

[2] https://www.telegraph.co.uk/food-and-drink/features/goodbye-ketchup-hello-mayo-has-traditional-british-condiment/