Premier Foods is squaring up to Heinz in the salad cream category with a Branston range.
Branston Salad Cream with a Twist, rolling out next month in squeezy format, comes in Classic with a hint of Dijon mustard, a Garlic & Herbs variant and a Caramelised Onion flavour (rsp: £1.49).
The threesome would do for the salad cream sector what Branston had "already done for the mayo and relish categories", said Scott Perry, marketing controller at Branston. "We are always looking for ways to liven up meals and categories and Salad Cream with a Twist will do just that."
Premier Foods launched Branston Relish in 2005 and it now claims to have a 62% share of the £11m category, while Branston Mayo hit £2.9m in first year sales after launching in May 2009 [SymphonyIRI].
Salad cream sales were down 4.6% to £57m in the last year [SymphonyIRI].
Branston Salad Cream with a Twist, rolling out next month in squeezy format, comes in Classic with a hint of Dijon mustard, a Garlic & Herbs variant and a Caramelised Onion flavour (rsp: £1.49).
The threesome would do for the salad cream sector what Branston had "already done for the mayo and relish categories", said Scott Perry, marketing controller at Branston. "We are always looking for ways to liven up meals and categories and Salad Cream with a Twist will do just that."
Premier Foods launched Branston Relish in 2005 and it now claims to have a 62% share of the £11m category, while Branston Mayo hit £2.9m in first year sales after launching in May 2009 [SymphonyIRI].
Salad cream sales were down 4.6% to £57m in the last year [SymphonyIRI].
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