Sauce lovers looking to add a kick to everyday dining have given a huge thumbs up to Enco Products’ decision to introduce a ‘world of new flavours’ to the sauces and condiments fixture with a major overhaul of its market-leading range of Encona Hot Pepper and Sweet Chilli sauces.
Encona Sauces’ adventurous new strapline – “Taste Explorers – Send Your Taste Buds around the World” – highlights the fact that brand owner Enco Products has sourced ingredients for its new-look Encona Sauces range from the far-flung corners of the globe, travelling beyond its Caribbean origins in the process.
“Taste Explorers highlights the authenticity and provenance of our sauces: we source them from the actual places. This was a very conscious decision on our part because as consumer taste horizons have expanded, very often as a result of overseas travel, the time has come to introduce more exotic, authentic sauces to the UK dining table,” says George Phillips, Enco Products Limited Commercial Director.
“Quite simply, consumers told us they were bored with bland sauces. Instead, they’re looking for flavours with a bit of a kick, not just for special occasions but for everyday dining. We’ve responded with an extended range of spicy sauces with flavours that appeal both to chilli novices and hot-heads with the versatility to be used as table sauces, cooking ingredients, dips and marinades.”
Enco Products has significantly stepped up marketing support for Encona sauces this year, most noticeably with its biggest ever national sampling campaign – a key part of its sponsorship of the summer-long series of English Heritage Picnic Concerts.
Over 250,000 sampling packs of Encona sauces as well as Encona recipe books have been handed to people as they picnic, significantly raising awareness and demand among core consumer groups.
Consumer awareness has also been boosted by a national advertising campaign across high profile food and consumer titles and plans are now underway for a major presence at this year’s BBC Good Food Show.
The marketing activity has reaped its rewards. Despite competition from other high profile brands, Encona Sauces is outperforming its category and has maintained its market leadership position as the best-selling sauce in the UK’s Afro Caribbean Food and Drink Category, selling six and a half million packs in the last year* (Source: IRI 52 w/e August 7 2010).
Volume sales are up 10.8% on last year (Source: IRI 52 w/e August 7 2010) – confirmation that growing numbers of consumers are buying into Encona Sauces’ unique ‘Taste Explorers’ proposition.
In the major brand extension, Enco Products has built on Encona Sauces’ strong Caribbean expertise by introducing a range of exciting, new flavours from the Far East, Asia and the Americas to complement its existing Caribbean offerings, using authentic ingredients from the respective countries of origin stated on pack.
“As consumers’ palates have become much more adventurous, we have strengthened our world food proposition, drawing ingredients from areas of the world currently under-represented in the sauces category. In doing so, we’re providing an incremental profit opportunity as consumers look to spice-up everyday meals and snacks with exotic sauces,” adds George Phillips.
Eye-catching pack designs depict the origins of the sauces’ ingredients, strengthen the brand’s presence on shelf and clearly differentiate Encona Sauces from the competitive set.
Four new sauces have been added to the 11-strong Encona Sauces range. They are Thai Chilli and Ginger Sauce, Thai Chilli and Garlic Sauce, Jamaican Jerk BBQ Sauce and a new family favourite, American Chilli Ketchup.
Visit the new, interactive Encona Taste Explorers website at www.enconasauces.co.uk or find us on Facebook by searching ‘Encona Sauces – Official Page’ and join now for delicious Encona recipe ideas, special offers, prize competitions, events, news and more.
The Encona Sauces range is available in 142ml, 220ml and 285ml squeezy packs, with prices starting at 99p.