Enco Products Limited, the UK’s leading supplier of Caribbean food and drink* and a subsidiary of Grace Foods UK, is ‘sprinting’ ahead with the biggest NPD programme the £77 million* category has ever seen.
Throughout 2013, Enco Products will be rolling out a series of major product launches, the most the company has ever introduced in a year, across the market-leading Grace, Dunn’s River and Brunswick brands.
“We’re drawing on our enviable position of being the only major company in the UK Caribbean food and drink category with Caribbean roots and heritage, with a Jamaican parent company. That’s why we’re in such a strong position to introduce more authentic Caribbean products to the UK, driving category growth by meeting the needs of consumers looking for more adventurous food and drink products with Caribbean provenance,” says Giuseppe Vullo, Brand Manager, Enco Products Limited.
The sustained NPD drive begins with watermelon and banana flavour Grace Tropical Rhythms Sprinter. The 475ml variant (rrp £1.29p, 12 per outer) of the popular Caribbean soft drinks brand features Jamaican Olympic 100m Champion and Grace Foods ambassador Shelly-Ann Fraser-Pryce on pack.
“This special edition, produced in our own factory in Jamaica, commemorates Jamaica’s outstanding success in world and Olympic athletics and introduces a new flavour to Caribbean food and drink in the UK,” adds Giuseppe Vullo.
“We’ll be following this with an NPD pipeline which will cover a wide range of ready-to-use food and drink products, complemented by authentic Caribbean scratch-cooking ingredients, introducing more people to Caribbean food and stimulating category growth.”
The move comes as the Caribbean food and drink category is valued at £77 million*, growing at 12 per cent YOY*. Enco Products accounts for 32.2%* of the category.
* Source: IRI Afro-Caribbean Food and Drink Category, MAT 52 w/e October 27, 2012).
Enco Products Limited
Tel: 01707 322332