The BBQ season provides retailers with an opportunity to generate incremental profits by responding to growing consumer demand for new taste experiences from around the world.
George Phillips, Commercial Director of Enco Products Limited, manufacturers of Encona Sauces, one of the UK’s best-selling range of chilli sauces, is urging independents to ‘seize the opportunity’ created by the rapid growth of the 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.
Hopeful for a warmer summer, Enco Products is looking forward to a successful summer for the Encona Sauces range and is heavily targeting its marketing activity at the outdoor dining and BBQ occasion
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“The BBQ is typically a time to entertain family and friends and this bodes well for the BBQ market. We will be encouraging people to use Encona Sauces to bring the BBQ 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 ideally suited to the BBQ market, along with Jamaican Jerk BBQ Sauce, Texan Chilli BBQ Sauce and American Chilli Ketchup.
Other variants in the Encona range include: Thai Chilli and Garlic Sauce, Thai Chilli and Ginger Sauce, Indian Sweet Mango Chilli Sauce, Barbados Creole Pepper Sauce, West Indian Smooth Papaya Hot Pepper Sauce and Louisiana Cajun Hot Sauce.
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
Encona Sauces will embark on its biggest ever national sampling campaign in 2010, aimed at outdoor dining, encouraging people to use Encona at every occasion. Alongside this, Encona will be supported by a national consumer and trade advertising campaign and an extensive online media campaign.
For more information on the Encona Taste Explorers range visit www.enconasauces.co.uk
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