McCormick, owners of Schwartz, Frank’s Hot Sauce and French’s Mustard, have expanded their UK brand portfolio with the addition of Old Bay Seasoning, arriving from the USA this summer.
Born in 1939 in the Chesapeake Bay area of Maryland, OLD BAY currently enjoys sales of $64m (£46m) in the USA and is set to shake-up the UK’s £53m dry seasonings market in response to consumer demand.
A bold blend of 14 herbs and spices makes Old Bay the perfect all-purpose seasoning to enhance any dish with its distinct flavour. The product can be used to season burgers, chicken & seafood, sprinkled on fries and corn-on-the-cob and shaken on popcorn, wings & pasta, making it the ultimate kitchen ingredient for cooks of all levels.
Chris Nelson, VP Marketing EMEA at McCormick comments: “We have been inundated with requests from food fans over the past few years to bring this iconic seasoning to British kitchens, so we are excited to introduce McCormick’s most loved brand into the UK market this year.
“Old Bay is versatile, and its flavour is impossible to replicate. Its launch will significantly contribute to continued category growth and boost retailer sales at a time when home cooking is booming.”
The new seasoning format, available in eye-catching, fully recyclable tins, will roll into Morrisons, Ocado and Amazon from June 2022, with a wider rollout to other retailers later in the year (RRP: £2.99/75g). The launch will be supported with digital, sampling and in-store activation, driving awareness and trial across the trade and a major consumer sampling campaign will drive further advocacy and inspire consumers to try this iconic product in a variety of ways.
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