Enco Foods Limited, the wholly owned subsidiary of Grace Foods UK, is enabling retailers to develop new profit opportunities in the UK’s £3 billion BBQ market.
Market-leading Enco Foods, the UK’s leading supplier of Caribbean food and drink, is generating increased demand for sauces that enable people to introduce new and highly distinctive flavours to barbecued food.
The company’s Encona sauce range is the market leader, led by the Original West Indian Hot Pepper and Thai Sweet Chilli flavours, and complemented by four other Encona sauce variants.
“BBQs enable people to create their own bit of outdoor theatre for family and friends. The quality and taste of the food and drink served is a key part of that theatre,” says Andy Nicholls, Grace Foods’ Category Manager.
“Encona sauces are ideal for BBQs, not just because of their distinctive taste but also their versatility. They can be used to marinade meat and fish, as a dip with a difference or quite simply as a never to be forgotten topping for freshly-BBQd food.”
Enco Foods has recently launched its first BBQ variant – BBQ Chilli - in the popular 142ml bottle format, reinforcing the brand’s reputation as an ideal accompaniment to barbecued food.
The Encona sauces range is not only the UK’s leading Caribbean sauce brand, it is also growing at 7 per cent year on year growth (Source: IRI 52 w/e 23 Feb 2008), driven by sustained promotional and advertising support.
This summer Enco Foods will build on this growing consumer demand with a 50 per cent extra free promotion starting this month (April). The added value bottles will be packed in outers of 6, rather than the usual 12.
The company is also backing its two leading soft drinks brands, Tropical Rhythms and Grace Ginger Beer, with a heavyweight sampling and promotional programme. Both are ideal for BBQs.
A national sampling programme is already underway, resulting in some stores already selling out of 475ml Tropical Rhythms and highlighting the appeal of the zesty range of Caribbean fruit and vegetable blends as a refreshing, thirst quenching drink.
“Part of the brand’s appeal is its versatility,” adds Andy Nicholls. “In addition to being delicious served chilled, many consumers are using the brand as a mixer with both alcoholic and non-alcoholic drinks – perfect for BBQs”
Enco Foods will also be supporting another BBQ favourite, Grace Ginger Beer, throughout the summer.
The focus on the 330ml canned and 275ml bottled range will be on sampling and promoting the refreshing drink at major summer events, targeting consumers looking for a tasty alternative to traditional UK carbonates.
Enco will also be highlighting the natural goodness of both Grace Ginger Beer and Tropical Rhythms, focusing on the use of natural ingredients in both products.
