Gherkin brand Mrs Elswood is hoping to tap shoppers’ growing appetite for pickles with an on-the-go snacking range.
Pickle Bites (rsp: £1.79) – in Original and Peri Peri – are available now from Mrs Elswood owner Empire Bespoke Foods in 50g pouches, suited to picnics and lunchboxes. Each is vegan and gluten-free with a shelf life of 18 months.
“We know that consumers are increasingly seeking healthier snacking alternatives – and a pickled vegetable fits the bill perfectly,” said Mrs Elswood marketing controller Mat Moyes.
“However, virtually all pickles sold in the UK come in jars and we appreciate that when people are out and about, they don’t want to be dealing with a load of pickle juice.”
To solve this problem, Mrs Elswood had developed Pickle Bites “with all the flavour and barely any brine, to help consumers enjoy our gherkins wherever they may be”, Moyes said.
Mrs Elswood launched its first TV ad, ‘Some punch in your lunch’, last January.
The “irreverent” ad depicted shoppers adding the pickled treats to sandwiches and salads before being “hit” by a “whole mouth feeling”.
The campaign was followed by the rollout of Mrs Elswood’s range of cornichons, intended for charcuterie and cheeseboards, in July.
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