A new supplier is about to boost the branded presence in the own-label dominated chilled dips market.

G’Nosh - an abbreviation of gourmet nosh - this week launched a range of chilled dips that it hopes will shake up and premiumise the category and show there is more to dips than traditional own-label products such as hummus.

In the past year, the share of branded volume sales in the chilled dips market has fallen from 9.9% to 9.5% [Kantar 52w/e 22 January 2012].

The G’Nosh range, which can be used as cooking ingredients as well as dips, comes in five flavours: sun-dried tomato & basil, spicy red pepper muhummara, sweet black bean, smoky roasted aubergine babaghanoush, and beetroot & mint chutney.

“Although you cannot beat a good hummus, customers are looking to buy something different that tastes home-made,” said G’Nosh founder Charlotte Knight. Born in New Zealand, she moved to Britain 12 years ago and found she missed the sort of dips she could get at home. “There is an obvious gap in the UK market compared with the products found in New Zealand or the US,” she said.

G’Nosh dips are available exclusively in Selfridges until next weekend before rolling out to independent retailers.

By the end of the year, Knight hopes to secure a listing with a multiple, where the products are expected to carry an rsp of £2.29.

“G’nosh has breathed new life into dips,” said Selfridges chilled buyer Nicola Simons.

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