RH Amar adds iconic French’s and Frank’s RedHot to McCormick foodservice line up

  • Specialist distributor to stock 19-strong foodservice range in UK
  • Move follows McCormick’s acquisition of French’s® and Frank’s RedHot® in July 2017

Distributor RH Amar has added a 19-strong line up of Frank’s RedHot and French’s products, including the iconic Classic Yellow Mustard and cult favourite hot pepper sauce, to its foodservice line up, giving UK customers a taste of America’s no.1 mustard and hot sauce brands[1].

The agreement follows McCormick’s acquisition of the two US brands last year, and further bolsters RH Amar’s 10-year association with the Fortune 1000 company, for which it already successfully distributes the Schwartz, Bick’s, Hammonds, Noel’s and Camp brands throughout the UK foodservice trade.

“French’s and Frank’s RedHot are both massive brands in the US, and beyond, so we are naturally excited to get this opportunity to grow the footprints of both further throughout the UK foodservice trade,” explains RH Amar MD Rob Amar.

RH Amar’s brief will focus on growing listings with both existing and new customers, and the distributor will be offering a 19-strong range that features traditional favourites including mustard, relish, BBQ sauce alongside Frank’s RedHot Original Cayenne Pepper and Frank’s RedHot Wings Sauce.

The deal comes as consumer interest in American mustards and hot sauces is growing quickly, with 89% of younger, ‘millennial’ customers considering sauces and condiments to be important to the overall taste experience when eating out. 65% would perceive an operator more favourably if it used branded sauces, while 50% would be encouraged to choose a meal if the menu specified it uses a well-known brand[2].

Approval ratings for both brands are also high, with two thirds of younger consumers saying they would like to see French’s mustard and Frank’s RedHot sauces on the table when eating out1.

French’s mustard contains no preservatives or added flavours, and is gluten and fat free. Meanwhile, Frank’s RedHot uses cayenne peppers which are carefully cultivated, individually hand-picked, then aged for up to a full year, before being blended with vinegar and garlic for a flavour unlike any other.

“Frank’s RedHot is growing quickly and offers a range of sauces that go well beyond just toppings and into drinks ingredients, marinades and even dips,” adds Amar, “whilst French’s is the fastest growing brand in mustard and can also be used for a range of uses beyond toppings, including as a key ingredient in many dishes.

“We also have a wide range of pack sizes and formats available across some of the core products, making these brands perfect for both front and back of house.”

Chris Cannon, Commercial Controller at McCormick, adds: “The team at RH Amar have done a great job in growing our portfolio throughout the foodservice arena, and we look forward to their continued success with these fantastic two brands, both of which will further enhance our reputation as a global leader in flavour.”

McCormick will be supporting both brands with a comprehensive package of trade and consumer marketing support throughout 2019.

[1] Nielsen – Latest 52 weeks ending 9/16/2017

[2] McCormick/Toluna survey of millennials, January 2018