>>How is one of this year’s launches faring?
Product:
branston relish
Company:
premier foods
Launch date:
March 2005
To complement its popular pickle range, Branston this year made its first foray into the barbecue sector with the launch of a four-strong range of relishes.
The newcomer, which comes in transparent squeezy bottles, includes the flavours tomato & red pepper and sweet onion, aimed at appealing to a wide audience; and hot chilli & jalapeno and gherkin, for the more adventurous.
The Branston Relish range has had a good start, clocking up sales of just over £1m since it hit the shelves in March [ACNielsen MAT to September 3, 2005].
Manufacturer Premier Foods, which at the time of launch predicted the range would add £2m to the category over three years, said it had “exceeded all expectations” and had reversed a declining category.
The range has certainly had a warm reception from buyers. “The product is fresh-looking, well branded and packaged and has an excellent choice of four variants, which offer different taste experiences,” says Nisaway category controller Peter Hindmarsh, who adds that he expects sales to continue to grow.
Branston Relishes is distributed to 53% of all possible outlets, with nearly 2% of ACNielsen’s consumer panel having tried it. An impressive 20% of those have returned for a repeat purchase.
The relishes have proven particular popular in the east and north east of England and with larger households with three or more family members.
Dave Connelly, marketing manager for Branston, puts the success of the range down to “understanding the needs of our target audience” as well as spotting the opportunity for growth within the category.
“Increased trends towards barbecuing and consumers becoming more experimental with their food choices triggered us to launch the range, which we knew consumers would love,” says Connelly.
Product:
branston relish
Company:
premier foods
Launch date:
March 2005
To complement its popular pickle range, Branston this year made its first foray into the barbecue sector with the launch of a four-strong range of relishes.
The newcomer, which comes in transparent squeezy bottles, includes the flavours tomato & red pepper and sweet onion, aimed at appealing to a wide audience; and hot chilli & jalapeno and gherkin, for the more adventurous.
The Branston Relish range has had a good start, clocking up sales of just over £1m since it hit the shelves in March [ACNielsen MAT to September 3, 2005].
Manufacturer Premier Foods, which at the time of launch predicted the range would add £2m to the category over three years, said it had “exceeded all expectations” and had reversed a declining category.
The range has certainly had a warm reception from buyers. “The product is fresh-looking, well branded and packaged and has an excellent choice of four variants, which offer different taste experiences,” says Nisaway category controller Peter Hindmarsh, who adds that he expects sales to continue to grow.
Branston Relishes is distributed to 53% of all possible outlets, with nearly 2% of ACNielsen’s consumer panel having tried it. An impressive 20% of those have returned for a repeat purchase.
The relishes have proven particular popular in the east and north east of England and with larger households with three or more family members.
Dave Connelly, marketing manager for Branston, puts the success of the range down to “understanding the needs of our target audience” as well as spotting the opportunity for growth within the category.
“Increased trends towards barbecuing and consumers becoming more experimental with their food choices triggered us to launch the range, which we knew consumers would love,” says Connelly.
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