Maille® is set to strengthen its position in the £669m table sauces market* with the introduction of two premium sauces to their range – Maille® Aioli and Maille® Dijon Mayonnaise. The sauces will be targeted towards ABC1 adults, those with busy lifestyles who appreciate high-quality time saving products. Both products have been on-shelf at Tesco stores since the beginning of September, in a 200g glass jar (RRP: £1.49).
The two new sauces form part of a big marketing push this year, which included Maille®’s first-ever TV advertising campaign that aired in April 2010 and a new label design. The new label has been designed to reflect the use of real ingredients – featuring a ‘still life’ image of a clove of garlic for Maille® Aioli, and a golden egg yolk for Maille® Mayonnaise. Both sauces include the iconic Maille® Dijon Mustard.
Says Claire Fullick, Senior Brand Manager for Maille®: “There is an increasing consumer demand for high quality convenience products. We’ve responded and introduced two premium sauces that offer a solution for time poor, scratch cooks looking for a quality substitute for homemade sauces. We’re confident both Maille® Aioli and Maille® Dijon Mayonnaise will be a real hit with consumers”.
* Source: Nielsen 52wks to WE 07.08.10
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