Enco Products Limited, the UK’s leading supplier of Caribbean food and drink, is set to embark on big brand investment in 2011. Since its acquisition by Caribbean company GraceKennedy Ltd. the focus has been on increasing the support of its core brands, Encona Sauces, Nurishment and the Grace branded food and drink range.
A strong focus on innovation and NPD will also move the category leaders to the forefront of consumer’s minds when looking for traditional Caribbean products.
In doing so, the company will ensure that Caribbean food and drink remains one of the star performers in the UK’s ethnic food market, fuelled by consumer demand for new taste experiences.
“In order to deliver accelerated market growth in the next 12-months we will continue to offer consumers a range of products that deliver exceptional quality and value.
“As category leaders we are aware of our responsibility to deliver incremental growth and profit opportunities by encouraging loyalists to continue to buy the products and urging new consumers to buy into the category,” says Nyree Chambers, Enco Products Limited’s Marketing Manager.
The company will launch targeted sampling campaigns for its two best-selling brands, Encona sauces and Nurishment, the UK’s number one nutritionally-enriched milk drink, as well as its Grace and Dunn’s River ranges to drive consumers to the fixtures.
Exciting NPD will engage current Encona sauces consumers and encourage new consumers to trial the category. The brand will also be supported by a national sampling campaign, online and print media activity and outdoor advertising.
Nurishment, the UK’s number one nutritionally enriched milk drink, is targeted at consumers who lead busy, active lifestyles – on the move, at home or work, or simply don’t have time to eat a meal. Brand support will include national sampling, tube advertising, print advertising and online support.
A steady stream of other new product developments has been instrumental in generating sustained market growth, resulting in increased distribution across both the multiple and independent trade channels.