Premier Foods plc is claiming a category first with the launch of an American range of sauces under the Homepride brand in the UK.
The firm said the launch marked the “first American flavour range” into the wet cooking sauce category.
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The Homepride All American Sticky range will feature four variants: Texan BBQ, Hickory Smoked Maple, Smoked Cajun and Chipotle Chilli.
Andy Smith, marketing controller for Homepride at Premier, said: “American cuisine has seen huge growth in the UK restaurant sector – rising in popularity by 35% in the last five years – with no slowdown in sight. It therefore made absolute sense to enable shoppers to re-create their favourites at home, and we’ve seen clear demand for this range in the excitement that consumers showed for the new Homepride sticky sauces range during product testing and research.”
The range is free from artificial colours and preservatives and compliant with FSA 2017 salt targets. It has an RSP of GBP1.69 (US$2.45).
A spokesperson for Premier Foods confirmed the range will launch in Morrisons initially and is “in negotiations” for listings at other retailers.
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By GlobalData
