George Phillips, Commercial Director of Enco Products Limited, manufacturers of Encona Sauces, the UK’s best-selling range of chilli sauces, is urging retailers to ‘seize the opportunity’ created by the 26% growth of the £10 million BBQ sauces market.*
“The informality of outdoor dining provides the perfect opportunity for people to add some theatre to entertaining and to provide guests with taste experiences they may not have tried before.
“Hot, chilli sauces are not only a talking point at BBQs, they’re also an inexpensive way for consumers to make them a more memorable occasion. What’s more, the versatility of chilli sauces means they can be used to flavour food before it’s cooked, as a pour over on the BBQ, or simply as a dressing or a dip,” he says.
With the credit crunch resulting in more people dining at home, Enco Products is predicting a bumper summer for the Encona Sauces range and is heavily targeting its marketing activity at outdoor diners. This follows a traditional peak in demand during the summer months.
“People will be spending more time at home this summer, but they will still want to entertain their families and friends and this bodes well for retailers catering for outdoor diners. We will be encouraging people to use Encona Sauces to bring outdoor dining to life,” adds George Phillips.
Originally heavily influenced by Caribbean flavours, the appeal of Encona Sauces has been broadened by the introduction of new flavours from around the world.
The two best sellers in the Encona Sauces range are West Indian Original Hot Pepper Sauce and Thai Sweet Chilli Sauce, both of which are targeted heavily at the BBQ market, along with Texan Chilli BBQ Sauce.
Meanwhile, Enco Products is working closely with retailers to make the Encona Sauces range more accessible.
“Retailers now recognise the mainstream appeal of Encona Sauces and, in addition to the seasonal BBQ fixture, now site the range in the main table sauces fixture. We, in turn, are working hard to drive people to the fixture,” adds Phillips
* Source: IRI volume sales 52 w/e September 6 2008
enco products ltd tel: 01707?326222 www.enconasauces.co.uk