Very Lazy expands into posh cooking concentrates

Group-hi-resEnglish Provender Company, manufacturers of premium condiments, chutneys, dressings and sauces, is taking its popular “Very Lazy” branded product range into new territory with the launch of a range of high-end concentrated cooking sauces.

The cooking concentrates, packed in premium glass jars in a cardboard sleeve and retailing at around £1.69, aim to reduce the skills, number of ingredients and preparation time needed to make nutritious, classic home cooked meals.

Available in four flavours – Posh Sausage Casserole, Beef Bourguignon, Coq au Vin and Creamy Chicken – the sauces have been developed with the benefit of consumer research and feedback.

Says Brand Manager Rachel Chang: “The expansion of the Very Lazy brand offer into these cooking concentrates takes us into new and exciting territory. We intend to develop the Very Lazy brand as a functional brand that clearly communicates time and skills solutions. This latest development also takes the brand beyond the categories where we currently have a strong foothold into product categories that are a firm part of the weekly shopping basket.

“This also explains why we have deliberately concentrated on developing cooking sauces around classic favourites, as these are many of the dishes that people are really cooking during busy weekdays,” says Chang.

She adds: “Each sauce is recipe specific and gives full cooking instructions, while the packaging directs consumers to our website and more ideas for simple, alternative dishes suited to family eating. But the crucial thing is all the sauces in the range offer the ability to prepare a delicious home-cooked family meal in the least possible time and with least possible effort.”

English Provender’s groundbreaking Very Lazy range of ingredients and sauces, marketed with the message of how they help a home-made meal happen without compromise on quality, have revolutionised life in the kitchen for busy consumers.

To give the products even greater consumer recognition, this year English Provender made Very Lazy a stand-alone brand, committing a record £500,000 spend on conveying the new proposition to its customers and consumers and introducing bold new labeling. An amusing and memorable creative built around “the world’s fastest human chopper, Lazlo Vaslavsky” has brought Very Lazy to TV, cinema screens and 48-sheet posters and kick-started an ambitious marketing support package for the brand.

English Provender Company

www.englishprovender.com