AAK Foods launches new range to liven up the condiment category
AAK Foods Ltd, the specialist manufacturer of mustards and condiments, has recently re-launched its Lion retail range under the brand ‘Not Just For’. The Lion, ‘Not Just For’ range has been developed to challenge the norm and encourage the consumer to experiment when it comes to the use of mustards and condiments.
AAK Foods Ltd launched the ‘Not Just For’ range in October 2008 with new and improved recipes available in both top down squeezy bottles and glass jar options. The product line up includes: ‘Not Just For Prawns’ Seafood Sauce, ‘Not Just For Ham’ English and French Mustards, ‘Not Just For Scampi’ Tartare Sauce and ‘Not Just For Lamb’ Mint Sauce, in addition to four new products. The new products include: ‘Not Just For Beef’ Hot and Creamed Horseradish Sauces, ‘Not Just For Ham’ Dijon and Wholegrain Mustards.
The bright, premium packaging has the ‘pick up factor’ and offers consumers alternative product usages to traditional applications. For example, the Mint Sauce packaging suggests using the product with tuna steak or mixed with chilli and the Creamed Horseradish Sauce packaging provides serving suggestions such as mashing into potatoes and adding to casseroles.
The ‘Not Just For’ range has been designed to liven up the traditional condiment category and encourage more people to try these varied products, as Simon Chrismas, Product Manager for Lion explains:
“We felt that the mustard and condiment category needed livening up. Most of the products currently on offer traditionally look the same on shelf and there hasn’t been a great deal of innovation. We really wanted to update the category to get new people trying mustards and condiments, which is why we came up with ‘Not Just For’ range. The striking, stand out packaging educates the consumer on a number of different usages for each product, to encourage experimentation.”
“In volume terms, the mustard and condiment market is growing. This growth is driven by consumer penetration rather than frequency of purchase, and we believe our ‘Not Just For’ range can in both instances attract new consumers to the category and drives usage through experimentation. Our ‘Not Just For’ range offers new ideas and a brand new way of thinking, at a time when people’s budgets are being tightened with the credit crunch. More people are cooking from scratch at home to save money; our range shows you how to get the most out of an English Mustard or a Mint Sauce. These products are ‘Not Just For’ the side of the plate!”
“Traditionally, our best selling products have been Mint Sauce, English Mustard and Horseradish Sauce. We hope that the launch of ‘Not Just For’ will encourage consumer trial and increased usage of the other interesting products available in the condiment category. To help provide inspiration and remind consumers that they can use condiments in their everyday cooking, we recommend merchandising our products in multi sites around the store. For example, place Tartare Sauce near the fresh fish section or Horseradish Sauce near the meat aisles,”
“Our plans for 2009 include a number of promotions in addition to the launch of a new Lion website, which will include detailed product information and tasty usage/recipe ideas for consumers to try”
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AarhusKarlshamn UK Ltd
King George Dock, Hull, HU9 5PX, England
T: +44 (0)1482 701 271 | E: uk.info@aak.com
Registered in England with Company Number 1585686 and VAT Number GB 475 4800 31.
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