Heinz is taking Lea & Perrins Worcestershire Sauce into the premium market with a special edition bottle and extra mature variety to encourage its wider use as a condiment.

The Extra Matured Special Edition version has been matured for longer to produce a "more gourmet taste". The bottle, which has been designed with a premium appearance, is priced at £2.99 compared with £1.83 for the traditional sauce.

Research by Heinz indicated more people were now using Worcestershire Sauce as a table condiment, adding it to dishes after they have been cooked rather than during cooking. Brand manager Lynsey Hurst added that it had been created to appeal to people looking to introduce more indulgent flavours to meals. The product is launching now to tap into demand over the festive period, but will remain a permanent addition.

Lea & Perrins is the Worcestershire sauce category's market leader with a 97% share [IRI 52 w/e 9 September].