ENCO RULES THE WORLD 

Caribbean food and drink specialist Enco Products Limited is driving the growth of its category-leading Brunswick canned sardines range, meeting fast-growing consumer demand for healthy products with a difference.

The four-strong, category-leading Brunswick range accounts for 66% of the £1.5 million Caribbean canned and packed fish sector, which grew by 47% in the last year (source: IRI 52 w/e July 12 2008). The top three selling products are all Brunswick lines.

Brunswick is focusing on driving category growth by broadening the appeal of the range beyond its core Caribbean consumer base, accelerated by growing multiple retail distribution and mainstream, national press advertising support.

Brunswick is now listed by Tesco, Sainsbury, Asda, Somerfield, Morrisons, Co-op, Netto and Iceland.

Enco Products’ Commercial Director George Phillips says Brunswick is ‘flying in the face of the economic downturn’, growing rapidly by appealing to health conscious consumers looking for new and innovative tastes and flavours.

“Health is a key consideration for people buying sardines, but increasingly so is innovation in relation to taste and flavour,” says George Phillips, Enco Products Limited’s Commercial Director.

“The Brunswick range includes two flavours – Hot Tabasco Peppers and Louisiana Hot Sauce – that are unique within the UK’s canned fish sector and this point of difference has been instrumental in attracting new consumers to the brand.”

Retailers have also recognised Brunswick’s differentiation with increased shelf space and, in some cases, dual siting in-store.

Enco Products is now accelerating the growth of Brunswick through its biggest ever package of national sampling, advertising and promotional support.

“We are looking at new and innovative pack formats that will make the brand even more accessible and convenient for consumers,” adds George Phillips.