Grace Foods UK, the UK’s number one supplier of Caribbean food and drink*, is helping retailers make the most of the growing trend for exotic flavours this summer with the launch of its annual Caribbean Food Week.
Taking place from August 18 – 25, the week leading up to the famous Notting Hill Carnival, Caribbean Food Week encourages consumers to sample the flavours of the Caribbean.
Featuring nationwide sampling and promotions across the major supermarkets, a dedicated advertising campaign and activity on social media, Caribbean Food Week has seen great success since its launch in 2012. Last year, continued support up to and around Caribbean Food Week saw the Caribbean food and drink category grow 35.2% and Grace Foods UK’s category share grow to 35.4%.**
“Consumers are becoming ever more adventurous with their cooking, seeking out exciting flavours and new ingredients,” says Ryan Mack, Managing Director of Grace Foods UK. “Caribbean Food Week has therefore really struck a chord with food-lovers.
“Last year saw record levels of engagement via our social media channels, with consumers seeking out new recipes to try at home leading up to and during the week – and looking to their local retailers to provide the ingredients.”
A wide variety of recipes will be shared via Caribbean Food Week’s dedicated social media pages, featuring Grace Foods UK’s market leading ranges including the Grace, Dunn’s River, Encona Sauces, Nurishment and Brunswick brands. These ranges offer consumers a wide range of ready-to-use products and scratch cooking ingredients to make their Caribbean cooking simple and authentic.
The activity comes as the Caribbean sector sees impressive growth of +9.4% YoY.
Ryan Mack advises: “With this summer’s activity driving awareness of Caribbean dishes to an all-time high, retailers should stock up on the authentic, market-leading products which consumers will be actively seeking in order to make the most of an incremental sales opportunity.”
* UK Afro Caribbean Food & Drink Category – Total Market, MAT 52 w/e 26th April 2014
** IRI UK Caribbean Food & Drink – Unit/Value Sales, Period: MAT 52w/e 26th April 2014. Data from Jan 13 – Sept 13 Value Sales.
Caribbean Food Week