Launching: May 2010
Caribbean food entrepreneur Levi Roots is expanding his range of squeezy bottled products with the launch of his first relishes mango & chilli and Reggae Reggae Relish, which will be hitting supermarket shelves in May.
The new condiments, which have an rsp of £1.79, will sit alongside Reggae Reggae Tomato Ketchup and the new squeezy-format Reggae Reggae Sauce to create a new squeezy products portfolio.
Nielsen data shows that table sauces were worth £680m in the past year and spending levels are higher on squeezy formats than standard bottles.
Crabbie's ginger beer
Launched: March 2009
Crabbie's launched its Alcoholic Ginger Beer last year and has its eye on the over-ice cider market. The drink (rsp: £1.99 for a 500ml bottle) created a lot of interest following its launch.
"Sales of over-ice ciders slowed down last summer," says Crabbie's brand manager Al Cross. "We spent six months investing heavily in above-the-line promotion, including the recent sponsorships of the British Comedy Awards and the National Television Awards, and have had reports from two multiple retailers of a 104% and 82% uplift in sales respectively."
Birds Eye Reggae Reggae chargrills
Launched: March 2010
Just as Levi Roots has been expanding his Reggae Reggae sauce line-up (see box, left), Birds Eye is growing the range of its products that carry his name.
The company is launching Reggae Reggae Beef Quarter Pounders (rsp: £2.49 for a pack of four) on the back of its success with the Reggae Reggae Chicken Chargrills it unveiled last May.
The company says sales since launch have exceeded £4m and helped to drive strong growth in the overall poultry category. The quarter pounders will be supported by PR, online and in-store activity.
Launching: April 2010
Nando's has got its eye on the ball launching two sauces inspired by the World Cup, which kicks off in South Africa in June. The Taste of South Africa range (rsp: £1.59 for 125ml) includes Bushveld Braai, a spicy South African sauce with cumin, paprika and garlic; and Chakalaka, a hot sauce with tomato and green bell pepper.
"An estimated 5.9 billion people watched the 2006 World Cup tournament and we know that when England play a weekend game it will be the biggest barbecue weekend of the year," says Ben Johnson, marketing director of brand owner All About Food.
Focus On Barbecue