A new ‘top down’ bottle is being launched for the UK’s leading brown sauce brand HP Sauce, in response to rising consumer demand for convenient packaging.
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The new 450g plastic bottle will have a recommended retail price of GBP1.59 (US$3.09), and will be available in-store from January 2007. Brandowner Heinz said it expects the new addition to deliver value growth to both the brown sauce category and the HP brand. The launch coincides with a major push for HP Sauce this year, with a GBP4m marketing support programme planned.
The move follows the successful introduction of a top down bottle for Heinz’s tomato ketchup brand. Heinz said the highly successful launch of Heinz Tomato Ketchup Top Down demonstrated that consumers are prepared to pay a premium for a more convenient format.
HP Sauce Top Down has already secured listings with most major multiples, the company added, and the new product will receive ongoing promotion throughout 2007 to encourage usage and trial amongst light to medium users of brown sauce.
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By GlobalData
