In a marketing first for the company, 100 bottles of the fiery-flavoured sauce will be sold via the Encona Sauces official Facebook page, before the new SKU officially goes on sale.
“This is not one for the faint-hearted,” comments Encona Sauces’ Brand Manager Giuseppe Vullo.
“Encona Sauces’ fans have been clamouring for some time for us to take the heat to a new level. We’ve responded with a really distinctive, spicy sauce that features some of the hottest peppers in the world, including Jolokia and Scotch Bonnet, to deliver a classic Encona flavour – and more!”
The eye-catching packaging has been designed to create stand out on shelf in a very busy fixture – and to attract new consumers to the brand.
Encona West Indian Extra Hot Pepper Sauce will be backed by dedicated marketing support throughout 2012. The programme includes nationwide sampling in-store and at chilli festivals, 6-sheet advertising, wide-ranging social media and PR support and a major presence at the UK’s leading food shows.
In addition, hot pepper sauce fans will be able to redeem a free bottle of Encona West Indian Extra Hot Pepper Sauce via high profile national newspaper promotions.
The fiery-flavoured SKU has already secured listings with several major multiples and will be widely available in the cash and carry/wholesale trade from March.
The 142ml/150g sauce will retail for around £1.59p and will be available in outers of 6.
Encona Sauces is the UK’s number one hot pepper sauces brand, with annual sales of £6.5 million (source: IRI UK Chilli Sauces, Value Sales MAT 52 w/e 21/01/2012).
Encona Products Ltd
Tel: 01707 322 332