With barbecue season on the horizon Encona, the UK’s number one hot pepper sauce brand*1, is urging retailers to maximise the opportunity for sauces and condiments by tapping into consumer interest in new, exciting flavours and hotter variants.
“Barbecue season is the perfect time for retailers to reconsider their sauces and condiments offering,” says Sam Bidgood, Brand Manager at Grace Foods UK.
“People are travelling to more exotic destinations and this, coupled with the trend for scratch-cooking, means we have seen an increase in shoppers looking to bring their favourite flavours from around the globe into their own kitchen. It’s crucial that retailers tailor their range in line with consumer trends to maximise sales.”
The versatility of the Encona range not only as a table sauce, but as a dip, marinade, side of plate sauce and an added ingredient in scratch-cooking, makes it the perfect addition to any barbecue, and adds to its appeal.
In 2015, Encona recognised the growing trend for exotic flavours by introducing a new range of Marinades alongside a label refresh across the entire Encona range, designed to give greater standout on-shelf and attract shoppers.
Encona Marinades are available in three 180g variants; Korean BBQ, Jamaican Jerk BBQ and Moroccan Harissa, all with an RRP of £1.49 and perfect for marinating meat, fish, poultry and vegetables.
In addition to the Marinades, Encona also unveiled a Peruvian Amarillo sauce as part of its 142ml glass bottle range (RRP £1.49), and a new look for its squeezy bottle format (285ml) along with two new variants – Mexican Smokey Jalapeno and Thai Mild Sweet Chilli (RRP £1.99).
Bidgood continues: “We have found that consumer interest in hotter flavours continues to grow. As a result, more and more retailers are now taking space away from traditional sauces such as ketchup, mayonnaise and salad cream and increasing space on-shelf for nonconventional table sauces. Sales of Encona also reflect this growth; our West Indian Extra Hot Pepper Sauce remains our third best-selling flavour with value sales growing +31% YoY*2.
“We also recognise that milder sauces have great appeal, with our Indian Sweet Mango Chilli flavour proving popular with families looking for a milder sauce to use when cooking.
“We would always advise retailers to stock up on those beacon brands that shoppers trust, to maximise sales within world foods.
Merchandising also plays a key role; POS showing price promotions is very effective when it comes to driving consumer awareness of the offering in-store. Highlighting usage occasions via POS is also a great way of strengthening the offering and is especially important for Encona.”
Encona’s range of sauces and marinades provides retailers with a diverse selection of flavours from around the world catering to a broad spectrum of consumer tastes, making them perfect for the barbecue season. Grace Foods UK urges retailers to stock up on this market-leading range. *1 IRI UK Table Sauces (Chilli & BBQ), Unit Sales MAT 52 w/w 5th Dec 2015 *2 IRI UK Table Sauces (Chilli & BBQ), Value Sales MAT 52 w/e 5th Dec 2015