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Hot news from Branston
by talkingretail.com - 31/03/2010
"Premier Foods, the UK's No. 1 food manufacturer, is adding two new flavour extensions to its Branston summer squeezy range. "
Leveraging the current 'heat' trend and inspired by South Africa, the location for this summer's FIFA World Cup, a limited edition Branston Mayo with a Twist of Hot Peri Peri will be introduced, alongside new Branston 'Chakalaka' Relish inspired by the authentic South African recipe with Tomato, Curry Spices, and Hot Peri Peri.
The new additions to the range, as with all Branston products, are intended to add an extra taste dimension and liven up consumer's mealtimes.
Both products are 'extreme heat' variants, which will build on the success of Hot Chilli & Jalapeno Relish and Sweet Chilli Mayo. Branston Relish is performing extremely well, achieving volume growth of 20% over the last year (vs total market growth of 8%) and bringing in 700,000 new households to the relish category.
Branston Mayo with a Twist has also been extremely successful. After six months of launch it had already achieved a retail value of c.£2 million and 5.1% penetration.
Kelly Pym, Marketing Manager for Branston, says, "These exciting new variants will not only fuel further growth of relish and build on the significant success of our Mayo with a Twist launch, but it will also drive incremental sales and attract new consumers to the category.
"Branston has already brought over 1 million new people to the brand in the last year, and by building on the excitement of the World Cup we hope to continue the growth of this market. Retailers should stock up on these new variants as well as our other summer products early to capitalise on the summer sales opportunity."
Furthermore, a permanent new SKU, Branston Mayo with a Twist of Pesto, is also being launched which has basil, parmesan and garlic in it.
The flavour has performed very well in consumer tests as consumers continue to seek variety and will add incremental appeal to this hugely successful range.
The Branston Mayo with a Twist range is based on combining a thick creamy mayo with fresh tangy ingredients and plenty of texture.
The new EPD will be supported throughout the summer with an integrated summer campaign designed to help drive trial and raise awareness of the new products. This will include cross promotion with the current squeezy range, ATL activity and in-store sampling.
Branston Mayo with a Twist and Branston Relish have an RRP of £1.69. Both ranges are available in cases of 6 from next month.
More Details: http://www.talkingretail.com/products/product-news/14734-hot-news-from-branston.html
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