To coincide with a packaging revamp across its full range, premium French condiments and sauces brand Delouis has also launched a trio of the finest traditional French mustards including a delightful Dijon, a flavour-packed Provence and an Old Fashioned (Moutarde de Dijon, Moutarde à L’Ancienne and Moutarde à la Provençale).
Originally set up in 1885, the Delouis brand has become synonymous with the finest cuisine through 128 years of innovation and a deep respect for French gastronomic traditions. The new range is produced using age-old family recipes and the freshest ingredients including the best, carefully selected whole mustard seeds, which are milled in the company’s plant to the correct specification. The range contains no additives and uses vinegar and salt as natural preservatives.
Distributed through Bespoke Foods, one of the leading importers of speciality foods, the ambient products are available in a 125g format (RRP £1.35-£1.69) and are being targeted at the multiple and independent channels.
Aiming to bring the mustard category to life in the next 12 months, Bespoke Foods’ Brand Manager Chloe Agache believes the range will see strong interest as a versatile condiment and as a special ingredient for the UK’s increasingly adventurous and cook-from-scratch consumer:
“I think consumers are definitely realising that there is more to mustard than just strength. In fact, when it comes to versatility and occasions, French mustards can offer so much more. These traditional styles of mustards are great as a condiment with a multitude of dishes, but can also be used to transform sauces, gravies, dressings, marinades and crusts to provide subtle nuances and that famous depth of flavour, French cuisine was built on.”
A premium mainstay in the UK’s condiment aisles, Delouis has this year celebrated over 10 years in the UK and Waitrose with a full revamp of its packaging. The investment is aimed at improving on-shelf stand out, plus better highlighting the brand’s heritage, unique variants and premium positioning.
Agache continues: “The brand has built a loyal following due to its quality, provenance and authenticity but we felt that after more than 10 years, it was definitely in need of an overhaul. The new eye-catching packaging will help us to strengthen the brand’s positioning, target new consumer groups and ultimately increase stockists and sales.”
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