Sharwood’s hopes to reverse flagging consumer interest in ethnic cooking sauces with a range that aims to tap into the growing British passion for barbecues.
Centura Foods is investing £1.5m supporting the launch of Sharwood’s Grill, BBQ or Bake sauces specifically for use in grilling, barbecuing and baking and aimed at summer eating.
The range will be on shelf from May at £1.39 per 120g sachet and is available in four flavours - Thai Sweet Chilli and Herb, Tandoori, Chinese BBQ and Spicy Mango. The sauce can be brushed on to meat or vegetables before cooking and does not require marinating.
It is Sharwood’s first innovation in ‘lighter eating’, which it has identified as a growth area for Asian foods, in a crowded ethnic sauces category which fell 4% in value in the year to September 12, 2004 [TNS].
Rob Devonport, Sharwood’s head of marketing, said much of the company’s new product development would be focused on lighter eating, healthier options and snacking.
He said: “This is an exciting launch for the category, as Asian cuisine is not traditionally associated with the summer. For the first time we are entering summer eating and bridging the gap between the Brits’ love of barbecues and Asian cuisine.
Support includes advertising in July and August, sampling, PR promotions and store activity.
Claire Hu