Mizkan Euro has launched the first of a speciality vinegar range under the Sarson’s brand.
Mizkan, which acquired Sarson’s in 2012, last week rolled out its Sarson’s Balsamic Vinegar of Modena to Asda stores in a 250ml teardrop bottle (rsp: £2). The supplier said IRI research had shown only 7% of malt vinegar users currently bought balsamic, adding it hoped the launch would attract consumers who were “not as confident” with non-malt vinegars.
Sarson’s has teamed up with TV presenter and chef Michela Chiappa to create recipes using the balsamic vinegar that will be available on a bottle neck tag and the Sarson’s website. “We expect our balsamic to appeal to our current Sarson’s lovers and encourage them to experiment in confidence,” said Sarson’s brand manager Noa Hasegawa.
Mizkan added that value sales of balsamic vinegar were growing 9.5% year-on-year [IRI 52w/e 14 December 2014], and that it hoped the launch would fuel this growth.
The balsamic NPD is the first of a new Speciality range that Mizkan will expand to include Sarson’s red wine, white wine and cider vinegars later this year.
Mizkan acquired the Sarson’s and Haywards pickle brands from Premier Foods in 2012 for £41m.