Following the 2010 re-design across the HP Sauce range, Heinz is responding to consumer demand by turning its BBQ sauce on its head.
A new, easy to squeeze, top down format will be rolled out in March 2011 across:
· HP Original BBQ Sauce – Classic Woodsmoke Flavour
· HP Mild BBQ Sauce – Honey Woodsmoke Flavour
· HP Hot BBQ Sauce – Spicy Woodsmoke Flavour
· The HP Fruity range will also be available in a top down format
At 465g, the new BBQ top down bottles have been designed with convenience in mind and are 35g bigger than the previous upright versions.
These new packs aim to cater for the fact that BBQ users consume more sauce that the average sauce user.
The new top down format has also been re-designed to give off a contemporary look and feel, whilst reinforcing the quality cues and stand out on shelf that were introduced last November.
Sally Burtonwood, Brand Manager Heinz, said:
“Summer is synonymous with BBQs and BBQ sauce is at the heart of the British BBQ experience.
“HP is the market leader in the BBQ sauce category with a 53 per cent volume share adding a delicious smokey flavour to grilled or barbecued meats.
“By introducing the new format we are making it easier for people to add a squeeze of their favourite HP BBQ Sauce to their sausage or burger.
“The new top down format will also have a more premium look which will appeal to both new and existing consumers.”
The brown sauce category is currently worth £50 million and, as the number one brand, worth over £37 million, the HP Sauce brand is hoping to drive value growth with new innovations like this one.
The HP BBQ sauce range has an RRP of £1.99 and HP Fruity has an RRP of £1.89.