Grace’s Caribbean sauces and juices are adding more than a dash of profit to the UK’s £3 billion BBQ market.
Enco Foods, the wholly-owned subsidiary of Grace Foods UK, is launching its biggest ever consumer marketing campaign during this summer’s BBQ season to extend the true taste of the Caribbean throughout the UK soft drinks market.
The UK’s leading supplier of Caribbean food and drink, Enco Foods is backing its two leading soft drinks brands, Tropical Rhythms and Grace Ginger Beer, with a heavyweight sampling and promotional programme.
With summer fast approaching consumers will be looking to quench their thirst with a refreshing juice. With positive feedback from a recent sampling campaign and a comprehensive summer sampling campaign in the pipeline Grace Foods are confident that their products will be flying off the shelves.
Meanwhile Grace is driving the increase in demand for sauces that offer people the opportunity to introduce new and highly distinctive flavours to barbecued food.
Nationally the Encona sauce range is a market leader, led by the Original West Indian Hot Pepper and Thai Sweet Chilli flavours, and backed up by four other Encona sauce flavours giving diversity to the range.
Enco Foods Category Manager, Andy Nicholls, says: “This brand is now so iconic in terms of what it delivers and is well known for its versatility – our products can be used as an ingredient to flavour and add spice to dishes, as well as to marinade or be used as a condiment.”
The Encona sauce range has seen a 7 per cent year on year growth (Source: IRI 52 w/e 23 Feb 2008), driven by last year’s promotional activity, and this year Grace will continue to generate additional consumer demand for Encona sauces with a 50 per cent extra free promotion started in April and carrying on into May. The 50 per cent extra free will be packed in a 6 pack rather than a 12 which has been well received by stockists.
On the forthcoming BBQ season Andy says: “As consumer tastes continue to develop, BBQing is seeing a rise in exotic flavours. Encona Sauces encapsulate the tradition of the Caribbean and will make a welcome addition to any summer BBQ.
“Grace juices and drinks are made from the superior quality exotic fruits, vegetable blends and concentrates.
“Available in a wide variety of flavours, and specially formulated for superior taste - our juices and drinks are synonymous with quality.”
