Encona Sauces, the UK’s No.1 hot pepper sauce brand*1, is introducing its newly-launched range of Encona Marinades – a first for the brand – into the convenience channel, along with additions to its current range.
Tapping into growing consumer interest in world cuisine and scratch cooking, the new range of Encona Marinades will be available in three 180g variants, packaged in square glass jars; Moroccan Harissa, Korean BBQ and Jamaican Jerk BBQ, all with an RRP of £1.99.
As well as the new Marinades, the company recently unveiled an addition to its 142ml glass bottle range, in the form of a Peruvian Amarillo sauce (RRP £1.39), as well as a new look for its squeezy bottle format (285ml) featuring two new variants – Mexican Smokey Jalapeno and Thai Mild Sweet Chilli (RRP £2.19).
All of the new products will be available via cash & carry / wholesale in the following case sizes:
• Encona Marinades (180g) – Case of 6
• Encona Peruvian Amarillo Sauce (142ml) – Case of 6
• Encona Mexican Smokey Jalapeno Sauce & Encona Thai Mild Sweet Chilli Sauce (285ml) – Case of 6
The brand has also undergone a label refresh across the Encona Sauces range featuring bolder, brighter colours, to create greater stand out on-shelf, and clearer usage instructions for consumers.
“The launch of Encona Marinades, along with the addition of new flavours to our current line-up, is not only a major step-change for the brand, but also signifies a major profit opportunity for convenience retailers looking to develop their world foods offering in-store,” says Nyree Chambers, Head of Marketing for Grace Foods UK.
“Consumer research demonstrated a gap in the market for Encona Marinades, appealing to those with a love of scratch cooking, and further diversifying the usage occasion for the brand. In turn, we’ve brought the brand into a new category, meaning convenience retailers can look forward to growing their profits in this space.
“With Encona Sauces, we strive to seek out exciting flavours from across the world. Korean, Peruvian, Mexican and Moroccan were all identified as key world food flavour trends, which is reflected in our new Marinades, and further afield across the Encona range.
“In addition, with our Thai Mild Sweet Chilli (285ml) we intend to appeal to families looking for something milder in a squeezy format designed to be enjoyed around the dinner table.”
*1 IRI UK Chilli Sauces (Chilli & BBQ) MAT 52 w/e 18th July 2015