Grace Foods UK, the UK’s number one supplier of Caribbean food and drink*1, helped retailers make the most of the growing trend for exotic flavours with its annual Caribbean Food Week.
Taking place from August 18 – 25, the week leading up to the famous Notting Hill Carnival, Caribbean Food Week encouraged consumers to sample the flavours of the Caribbean.
Featuring nationwide sampling and promotions and a wide-ranging advertising, digital and social media campaign, Caribbean Food Week was a great success. Continued support up to and around Caribbean Food Week saw the Caribbean food and drink category grow 35.2% and Grace Foods UK’s category share grow to 35.4%.*2
“Consumers are becoming ever more adventurous with their cooking, seeking out exciting flavours and new ingredients,” says Ryan Mack, Managing Director of Grace Foods UK.
“Caribbean Food Week has therefore really struck a chord with food-lovers The week saw record levels of engagement via our social media channels, with consumers seeking out new recipes to try at home.”
A wide variety of recipes were shared via Caribbean Food Week’s dedicated social media pages, featuring Grace Foods UK’s market leading ranges including the Grace, Dunn’s River, Encona Sauces, Nurishment and Brunswick brands. These ranges offer consumers a wide range of ready-to-use products and scratch cooking ingredients to make their Caribbean cooking simple and authentic.
Ryan Mack advises: “With this summer’s activity driving awareness of Caribbean dishes to an all-time high, retailers should stock up on the authentic, market-leading products which consumers will be actively seeking in order to make the most of an incremental sales opportunity.”
*1 Source: UK Afro Caribbean Food & Drink Category – Total Market, MAT 52 w/e 26th April 2014
*2 Source: IRI UK Caribbean Food & Drink – Unit/Value Sales, Period: MAT 52w/e 26th April 2014. Data from Jan 13 – Sept 13 Value Sales.