Premier Foods has announced its intention to move into the table sauce sector through the launch of brown sauce and tomato sauce that will be marketed under the Branston brand.
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The company said in a statement that it intends to “revitalise and add value to the stagnation being seen last year in the table sauces sector,” which declined by 1.3% in value and 3.3% in volume in 2005.
Helena Jevons, Branston brand controller at Premier Foods, commented: “We believe the table sauces category is starved of innovation and, in order to enjoy growth, now needs a second, great tasting alternative to the brand leader.”
Premier Foods hopes to drive growth of 8% in the GBP130m (US$226.84) sector. It is expected that the new table sauces will deliver GBP20m in two years, making a significant contribution towards Premier Foods’ goal to make Branston a GBP70m brand by 2008. The company has forecast that it will control 20% of the brown sauce market and 10% of the ketchup market by 2008.
Branston Brown Sauce is the first top-down brown sauce to be brought onto the market while Branston Tomato Sauce uses 20% more tomatoes than the market leader.
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By GlobalDataThe launch follows in the footsteps of the brand’s successful introduction of Branston Baked Beans, which achieved a 6.2% market share within 12 weeks of the product’s release.
Sales of the table sauces will be promoted by a massive TV advertising campaign as part of a GBP5m advertising campaign, in-store sampling & trial price activity, promotional merchandise to encourage consumers to ‘get saucy with Branston’.
