Independent drinks manufacturer and distributor, Halewood International, has announced the latest in the development of its Crabbie’s brand with the launch of two new Crabbie’s sauces.
The new venture is in partnership with UK manufacturing company, Trees Can’t Dance.
Designed to broaden the Crabbie’s brand presence in the marketplace, the launch reinforces the Crabbie’s brand’s prominence, which already spans alcoholic ginger beer, soft drinks and fortified wine.
Two flavours have been created to suit different consumer needs and occasions, Crabbie’s Ginger Spiced Sweet Chilli and Sweet Ginger Splash combining vanilla, orange and ginger flavours.
Halewood International has already secured a listing in ASDA and the sauces will be available at 228 stores nationwide this summer.
They will be packaged in a 220ml bottle retailing at £1.79.
The sauces have been designed to appeal to the core Crabbie’s market, targeting 28+ year old men and women.
Both sauces are are naturally preserved and use a process where the ingredients are cooked for longer to create a naturally thickened sauce rather than relying on any artificial processes.
The natural attributes of the sauces mean they can be positioned as a culinary product for a range of cooking uses.
The introduction to the sauces in the product range will follow the Crabbie’s core brand ethos and will be supported by a consumer PR campaign in the following months.
Richard Clark, Director of Innovation at Halewood International, said:
“The launch of Crabbie’s sauces provides further new interest in the Crabbie’s range and their unique, fun and quirky appeal ensure that they will fit perfectly with the rest of the product range, whilst attracting new consumers into the category and the brand.
“Ever since we launched the Crabbies Alcoholic Ginger Beer brand in February 2009 there has been a natural link between Crabbies and food.
“The next natural development was to build on the excellent work we did with famous TV chef Atul Kotcher and produce quality cooking products of our own; remaining true to the Ginger Master brand ethos and reinforcing the credentials of the UK’s number one premium ale – Crabbies Alcoholic Ginger Beer.”
Crabbie’s now has a product offering spanning multiple categories, united by the rich heritage of the brand, established in Edinburgh in 1801.