UK: Heinz launches HP Hot Sauces
By: just-food.com | 11 March 2009
HJ Heinz is looking to extend its range of HP sauces into the BBQ and hot sauce categories in the UK with the launch of HP Hot Sauces.
The new range consists of three spicy flavours - HP Slightly Hot Smokey Chilli Sauce, HP Rather Hot Jalapeno & Lime Sauce and HP Seriously Hot Red Chilli & Honey Sauce.
Unveiling the new sauces, Heinz said that they retained flavours associated with the iconic HP brand but with varying levels of "oomph".
"HP Hot Sauces perfectly fit consumer demand for more exciting and hotter flavours at home," said HP brand manager Sarah Brown.
"Our research has shown that many of the spicy sauces that are already available focus on heat ahead of flavour and the lack of a recognisable brand makes some consumers wary that the products may be too hot and too spicy. HP is a trusted brand and HP Hot Sauces deliver the distinctive flavours that consumers are looking for, with the heat and 'oomph' that they want."
A PR and press campaign will back the launch, as well as TV and print media that will support the entire HP line.
Sectors: Baby food, Chilled foods, NPD & innovation
Companies: HJ Heinz
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