Nielsen-Massey, the UK’s number one premium extract producer, has announced that consumers will now be able to purchase Nielsen-Massey Vanilla Extract from all four of the UK’s top supermarkets – Asda, Waitrose, Sainsbury’s and Tesco. This good news follows the recent expansion of the range with the launch of Nielsen-Massey Vanilla Bean Paste.

The Vanilla category is worth £8 million and has grown by 70% over three years both in value and volume (Feb 08 – Feb 11). Nielsen-Massey is the clear market leader in premium extracts with 23% value share overall (based on 1 SKU in 3 customers).

Harriet Jenkins, Nielsen-Massey UK Brand Manager says: “We are delighted that consumers are now able to buy Nielsen-Massey Vanilla Extract from the four leading multiples in the UK – a great start to 2011. The second quarter will focus on securing additional listings for the Vanilla Bean Paste, with a view to introducing the Nielsen-Massey flavoured extracts towards the end of the year. Nielsen-Massey Vanilla really is a testament to the quality products the brand is producing and having the potential to offer further products from the range is very exciting.”


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