Lea & Perrins Worcestershire Sauce will launch a brand new concept in the sauces market, Lea & Perrins Little Tasters, due to appear on shelves this month.
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The initiative looks to drive trial and re-purchase among light, lapsed and new Worcestershire Sauce users. The product will be merchandised separately from sauce fixtures with host foods. Packaging will also feature recipe tips.
This initiative builds on the success of last year’s GBP2m (US$3.9m) Tips+ advertising campaign. For the three months after the campaign, sales of Lea & Perrins increased by an average of 11.5%, peaking at 26% in March.
Paul Harvey, HP Marketing Manager, said: “By siting Little Tasters away from the sauces fixture and alongside complementary products, retailers will benefit from the product’s premium retail price per ml. Little Tasters is a great innovation for the sauces market as it will bring new and lapsed consumers to the brand, driving category value with minimal cannibalisation from standard Lea & Perrins. The small portion size will encourage our target audience to experiment with Lea & Perrins to liven up their favourite everyday dishes, increasing the brand’s penetration.”
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