Nando’s has overtaken Colman’s in sauce sales, as the popularity of mustard took a hit.
The restaurant brand shifted £35.9m worth of sauces last year – up 0.7% – while Colman’s sales declined by 3.8% to £35.1m, according to NielsenIQ data for the year to 21 May. It means Nando’s has overtaken Colman’s to become the UK’s fourth sauce brand
The rise in Nando’s sales was thanks to “huge demand uplift during Covid”, said Emily Turner, senior brand account manager at All About Food, which produces the Nando’s range.
Despite the return of hospitality in recent months, the brand had “managed to hold on to some growth particularly for Perinaise and Sweet Chilli Jam due to the increased occasions of in-home eating since the pandemic”, she added.
Turner also pinpointed last year’s launch of Nando’s Sweet Chilli Jam, now worth £3.4m [NielsenIQ], as a highlight for the brand.
There was “a clear opportunity for restaurant brands offering inspiration through new flavours and formats,” she said. “This is the key differentiator between Nando’s and other brands within the table sauces fixture.”
Colman’s performance was largely driven by the decline of its mustard range: sales of its English Mustard line fell by 13.9% to £11.9m, reflecting a wider decline in total mustard sales.
However, it was not all bad news for the Unilever-owned brand. Its Bramley Apple Sauce grew 12.6% to £3.8m while its Seafood Sauce grew 19.3% to £2.5m.
The change in rankings comes amid a tricky time for the table sauces category. Category sales fell by 6.1% to £812.4m in the year to 21 May.
No comments yet