Shireen Hamdy, Kraft Heinz senior brand manager, Seriously Good Mayo and Martina Davis, brand managerat Amoy, discuss the latest Table Sauces and Condiments developments.
Across the wider food industry, one of the key consumer trends is a move towards strong personalisation of our food. With our leading brands, and products, Heinz has been helping consumers make every meal their own for years and we continue to evolve our portfolio to ensure consumers can enjoy our products for many years to come.
Heinz delivers a sophisticated range of table sauces and dressings, including Heinz Salad Cream, Heinz [Seriously] Good Mayonnaise, Lea & Perrins, and our twin icons Heinz Tomato Ketchup and HP Sauce. Add to that, Amoy Soy Sauce and consumers have a range of trusted sauces to enliven meals. The Heinz range provides greater versatility for consumers looking to experience new tastes, turning good food into great food.
Heinz Chilli Sauces is now the third biggest brand penetration wise in the Hot Sauces category1. Our consumers are very adventurous so it is important to us to offer a wider variety of products incorporating international flavours and the right level of spice. It is important to note that the trend now is showing moves into a range of flavour rather than simple heat and chilli levels changing our taste buds more and more.
Britain is experiencing a genuine revolution when it comes to cooking and people around the country are experimenting with marinades, cooking methods and condiments originating from the culture of gourmet BBQs originating from the Southern States of America.
Barbecue flavours and accompaniments are becoming key staples within consumer’s everyday diet and food and drink brands will have to incorporate this growing trend within NPD and marketing strategies.
Heinz has entered into the Yellow Mustard sector, introducing two new varieties this year with its Heinz Mild Yellow Mustard, and Heinz Honey Yellow Mustard. They are a New York Deli style mustard which is deliciously smooth and creamy with a mild kick, perfect with tomato ketchup on those burgers and hotdogs this summer. Our flavour commitments once again offer a range of tastes and heat profiles.
Amoy is committed to enlivening palettes across the family as ethnic flavours continue to dominate the condiments and sauces category. Amoy* Soy Sauce is brewed and blended for a smooth and clean flavour and can be added to stir fries to create a quick, easy and healthy meal, or used to enrich casseroles, soups or stews. Amoy’s Soy Sauce range includes traditional Dark Soy Sauce, Light Soy Sauce and Reduced Salt Soy sauce – offering consumers with a variety of on trend, authentic flavours from the Orient.
*Amoy is a trademark of Ajinomoto Co., Inc., Tokyo, Japan, used under license by H.J. Heinz Foods UK Ltd.
Health is important to consumers, but so is taste and our lower sugar and salt alternative helps deliver on this without compromising on flavour. Heinz Original Salad Cream offers consumers an alternative choice for their salads and sandwiches – as it contains 60% less fat than Mayonnaise. Heinz has also introduced a Heinz Salad Cream Light 70% Less Fat variety to its Salad Cream range, offering consumers a light alternative, without compromising on flavour. Heinz Tomato Ketchup has a lower sugar and salt alternative, with 50% less sugars as well as 25% less salt than regular Heinz Tomato Ketchup.
Table sauces are an integral part of all dining occasions and can be enjoyed during a number of different mealtimes throughout the year. Although performing well year round, Heinz does see a spike in sales during summer due to the increase of alfresco dining occasions where table sauces are a popular accompaniment. With this in mind it is hugely important that retailers adapt their offering and displays to capitalise on key topical trends to offer consumers a great variety of products to suit all interests whatever the occasion. With the spotlight on table sauces this summer it is a great opportunity for retailers to introduce additional displays during key seasons such as summer, to demonstrate popular food associations and capitalise on impulse buying habits. For example, siting Heinz Tomato Ketchup and Barbecue Sauce next to the meat aisles or Heinz Salad Cream next to the sandwich and salad displays, reminds consumers they are popular accompaniments to these particular food items and will help increase sales through association, not only that it will help inspire consumers looking for a quick meal solution.
Heinz [Seriously] Good Mayonnaise Heinz shook the sauces category with the launch of its new [Seriously] Good Mayonnaise range. Following the launch in March 2016, consumers have been encouraged to ‘upgrade their mayonnaise’, supported by a £7m marketing investment including a fully integrated marketing campaign across TV, outdoor, PR, digital, sampling, social media and in-store.
The TV advertising campaign which first broke in April 2016, revealed how everyday foods can be made ‘seriously good’ with the new Heinz mayonnaise range. The advert tells the story of a ‘seriously good’ sandwich being created, with [Seriously] Good Mayonnaise used as the final ingredient, ending on a key message encouraging consumers to ‘upgrade their mayonnaise’.
With mayonnaise currently the largest sector of the sauces category across Europe, showing retail sales values of £142m in the UK2, Heinz aims to drive further growth into the category through its latest product innovation. Taking almost two years of extensive research to create, the [Seriously] Good Mayonnaise range has been developed to offer consumers great taste, quality credentials and building a new, loyal fan base.
Heinz [Seriously] Good Mayonnaise range has absolutely no added colours, flavours or artificial thickeners, differentiating it from most other mayonnaise options on the market. Consumers can choose from two varieties, Standard or Light, available in both the unique Heinz glass jar and the top down squeezy bottle.
New York Deli style Yellow Mustard Heinz increased excitement into the sauces category in March 2016, with the launch of two premium New York Deli style Yellow Mustard sauces. The new varieties, Mild and Honey, are the ideal addition to mealtimes, offering a great kick with a perfectly smooth texture and delicious flavour.
Heinz launched its first range of yellow mustard, to shakeup the declining mustard category and boost sales and usage across Europe. Using the milder yellow mustard seeds, Heinz offers a deliciously smooth and creamy flavour whilst still maintaining the all-important kick customers know and love.
The Honey Yellow Mustard offers customers a sweeter variant, and Heinz is giving its customers the confidence to use the Yellow Mustard varieties liberally without the overwhelming burn associated with other products in the category. The new range is the perfect partner to the iconic Heinz Tomato Ketchup and the perfect accompaniment to grilled meats, sandwiches and the classic hot dog.
1 Data source: Nielsen Scan Data 26.03.16 Nielsen Home Scan 16.07.16
2 Nielsen MAT 02.01.16
THE KRAFT HEINZ COMPANY