BRANSTON LAUNCHES NEW SEASONAL PICKLE
Premier Foods’ leading meal accompaniment brand Branston is set to attract new consumers to the pickle fixture with the launch of a new Roasted Pepper & Tomato spring flavour. The launch follows the success of Branston’s winter variant, Red Onion & Cranberry, during the festive period.
The limited edition received a great reaction, adding incremental sales to the brand and to the category. Research showed that the launch attracted more customers and sold more jars than the average category.
Kelly Pym, Marketing Manager for Branston, says, “Research shows that 45% of Branson Seasonal Pickle sales have been in addition to their existing pickle repertoire, so we are confident that the new Roasted Pepper & Tomato variant will reach new consumers as well as benefitting our current target market. At Branston we intend to continue innovating and providing new and exciting products to liven up the pickles category, so retailers should stock up today to boost their profits!”
The NPD fits with Branston’s ambition to broaden its appeal to younger customers, particularly female, who are not traditionally consumers of pickle. It also focuses on ‘livening up lunchtimes’ by providing a great new product without cannibalising sales of Original Branston pickle, popular with the brand’s current loyal consumers.
Branston Roasted Pepper and Tomato seasonal pickle is available in case sizes of six, with an RRP of £1.35.
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