In a major brand re-positioning, the relaunch takes Encona Sauces beyond its Caribbean origins to include a host of exciting, new flavours from the Far East, Asia and the Americas.
In addition, the relaunch features improved recipes across the entire range. New, eye-catching pack designs depict the origins of the sauces’ ingredients, strengthen the brand’s presence on shelf and clearly differentiate Encona Sauces from the competitive set.
A new strapline – Encona Taste Explorers – features prominently on pack, highlighting the fact that Encona Sauces is building on its Caribbean origins by introducing new flavours from around the world, using authentic ingredients from the country of origin.
Four new sauces have been added to the 11-strong range. They are Thai Chilli and Ginger Sauce, Thai Chilli and Garlic Sauce, Jamaican Jerk BBQ Sauce and American Chilli Ketchup, the first Encona sauce aimed at families.
George Phillips, Enco Products’ Commercial Director, says the new-look Encona Sauces range will attract new consumers to the brand and increase the frequency of purchase among loyalists.
“Consumers’ palates have become much more adventurous. The relaunch has enabled us to strengthen our world food proposition, drawing ingredients from areas of the world currently under-represented in the UK sauces category. In doing so, we’re providing an incremental profit opportunity at a time when the barbecue season delivers a measurable increased in demand for sauces with distinct flavours.”
The Encona Sauces range is available in 142ml, 220ml and 285ml squeezy packs. The standard 142ml bottles are packed in outers of 6 and 12, with an rrp of 99p.
Enco Products is backing the relaunch with nationwide sampling, complemented by its biggest ever print, on-line advertising and PR campaign.
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