A new lump-free' variant of the UK's favourite pickle hit shelves this week, with the launch of Branston Smooth. The move also puts the 79-year-old brand in a squeezable format for the first time. Brand owner Nestlé predicted £4m incremental category growth. Category marketing manager David Wilkinson said the smooth format would take Branston into new eating occasions, such as dips and chips and would boost appeal to a greater range of consumers ­ particularly children. "Mothers have told us that they have to pick out the lumps from original Branston because their children won't eat them," he added. Wilkinson said retailers would benefit most from siting it separately from original Branston, with sauces, ketchups and mayonnaise. A £3m media investment will back the launch early in 2002, beginning with TV ads. {{NEWS }}

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