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Product: Lyle’s Squeezy Syrup

Company:Tate & Lyle
Launch date:May 2005

Lyle’s Golden Syrup is hoping to turn the toppings market on its head with the launch of Lyle’s Squeezy Syrup range, which it claims is the first real innovation for the category in years.

Specifically aimed at mums, the newcomer has been developed using ingredients that are free from artificial colours and preservatives, making it a real first for ‘mum-friendly’ recipes within the static toppings sector.

“No brands currently on the market are offering this ‘free from’ positioning or are made from real fruit,” said senior brand manager Alison Ashman, who has high expectations for the new range.

And so far, so good. With listings in both Tesco and Asda, where Lyle’s topping offerings have not previously been represented, the Lyle’s Squeezy Syrup range is off to a flying start.

A range of flavours is also sold in Morrisons, Somerfield, Iceland, Waitrose and in a number of independents. “The response from buyers to date has been extremely encouraging,” said Ashman. “They can see the value of this range being on their shelves.

“We aim to demonstrate a rationale based on brand strength, rate of sale and adding value.”

To further appeal to mums, and to their children, the range is packaged in an eye-catching bottle shape with 3D-contouring, making it fun for youngsters.

The bottles also come with a stand-on-head cap, which has valves to stop the topping leaking out - so there is no mess. “The new range is a major step forward for the category. We knew we had to get the flavours and packaging right in order to drive category growth, so our depth of investment and research has been extensive,” said Ashman.

The range, which comes in 340g packs with an rsp of 95p, comprises seven flavours, including Lyle’s Golden Syrup. The other flavours are chocolate, toffee, banoffee, raspberry, blackcurrant and strawberry.

The latter three variants are all suitable for vegetarians and allergy sufferers.