Growing consumer demand for new taste experiences from the far-flung corners of the globe is contributing to the growth of Enco Products Limited, the company that introduced Caribbean food and drink to the UK and still leads the way today.
Commercial Director George Phillips says the company is working hard and investing substantially to attract new consumers and to encourage existing Caribbean food fans to broaden their repertoire.
In doing so, Enco Products is committed to ensuring that Caribbean food and drink remains one of the driving forces in the UK’s buoyant ethnic food market.
The company is doing so from a position of strength, with a commanding 44% share of a market worth £48 million and growing at 16.6 per cent year on year (source: IRI UK Afro-Caribbean Food & Drink Category – Value Sales, MAT 52 w/e 17.04.2010).
“We recognise that consumers have more choice in ethnic food than ever before,” adds George Phillips.
“That’s why this year we have embarked on the most substantial, integrated trade and consumer marketing support programme the Caribbean food and drink category has ever witnessed.”
Enco Products is focusing heavily on its two flagship brands, Encona Sauces and Nurishment, the UK’s number one nutritionally enriched milk drink, as well as its portfolio of Grace-branded products.
Nurishment has been differentiated from the competitive set with a new brand positioning – Milk With More – and has been backed with national TV advertising for the first time.
Encona sauces will be splashed across the pages of leading food and lifestyle magazines throughout the summer, complemented by a national sponsorship and sampling campaign with the high profile English Heritage Picnic concerts, reaching hundreds of thousands of outdoor diners.
“We really are raising the stakes this year, backing our brands with support unprecedented in size and scale to ensure that the growth in distribution and in-store presence we have achieved will deliver the return that both we and our trade partners are seeking,” concludes George Phillips.