The English Provender Co., manufacturer of premium branded chutneys, condiments and dressings is set for a major re-launch of its portfolio. Leading with chutneys the brand will roll out an all-new proposition based on natural ingredients, including new products and re-designed packaging.

The launch, which reflects growing demand for products made from natural ingredients, will include seven chutneys made using the traditional open-pan cooking method. There will be four new flavours such as Hot Chilli & Red Pepper Chutney and Moroccan Spiced Chutney and new recipes for three existing flavours, including Ploughman’s Plum Chutney and Caramelised Red Onion Chutney.

The range will retain its trademark square jar but new clear labels will allow consumers to see the natural colour and texture of the products. The use of script typeface will give an artisan feel to the range, while tamper tags will carry serving suggestions and ‘natural ingredients’ will be stamped around the lid.

“Our new positioning is underpinned by extensive research which revealed a growing demand for products that taste as good as home-made using natural ingredients and traditional cooking methods”, says marketing director, Grahame Wright. “We’re filling a gap in the premium mainstream market and, by adding an innovative twist to contemporary recipes, we aim to deliver a real-feel good factor.”

The £31 million chutney category has grown by 4% in the past 12 months. A third of all households with an ABC1 bias are buying chutneys for multiple usage occasions, including dinner parties, buffets, curries and for cheese pairing. Christmas represents the biggest sales opportunity and retailers can capitalise on this by stocking Damson & Port Chutney, a new seasonal variety from The English Provender Co.

With the recession still biting there is a 15% decline in eating out occasions, resulting in more in-home dining and entertaining.
While this new chutney range is an everyday treat, Wright says it is perfect for dinner parties and special occasions too.

Wright added, “The chutney category has already benefited from an overall increase in shopper numbers. We are looking to grow category value further by satisfying demand for greater variety in premium chutneys, both year-round and at key times of year such as Christmas.”

The new chutneys are available in cases of six, 300g jars with an RRP of £1.99. The full range includes Hot Chilli & Red Pepper, Moroccan Spiced, Sweet Tomato & Chilli, Caramelised Red Onion, Ploughman’s Plum, Apple, Pear & Fig Chutney and Damson & Port.

The English Provender Co. will be unveiling its new condiments range in the coming months and salad dressings in 2012.

Source: Kantar Chutney Category Review 52 w/e 22 Jan 2011

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