Speciality food and drink brand, World of Zing, launched its first range of hot sauces end of July, in a move that’s set to shake up the condiments category. The five-strong product range, which will launch at the brands online shop and at speciality retailers including Whole Foods, will also be the first range to feature its new look packaging, which will be rolled out across its entire product portfolio.
Founded by Pritesh Mody in 2014, World of Zing specialises in exciting, on-trend food and drink products including craft bottled cocktails and flavoured salts. As one of the biggest traders of rare chillies in the UK, and with a focus on bringing the flavour out in food, a hot sauce range was a natural next step for the brand.
The range launches innovative ingredients combinations into the hot-sauce category, although the focus is on flavour instead of outright heat. The range comprises a Naga Chilli Piri Piri Ketchup; Pasilla & Chipotle Chilli BBQ Sauce; Pineapple & Habanero Chilli Table Sauce; Jalapeno, Apple & Cucumber Table Sauce; and a Five-Chilli Oil. With an RRP of £3.95-£4.50, they have been keenly priced to attract consumers of speciality and artisan products.
Working with leading design agency, Springetts, the brand has also been given a fresh new look and ‘Flavour Beyond Ordinary’ positioning, which brings to life how the products are designed to help consumers to turn the ordinary to something extraordinary using simple ingredients and techniques.
It also uses bright and ingredient-specific colour waves for maximum visual impact and continues to celebrate the roots of the brand through its ‘Born in London, 2014’ tagline.
Pritesh Mody, Founder, says, “At World of Zing our ethos is that everything can taste better and we want to give consumers the tools to take their dishes to the next level in flavour, whether that’s with a sprinkle of speciality salt or through a slap of the tastiest hot sauce on the market. Coming from the third generation of a family of spice merchants, I’m particularly proud to be adding a hot sauce range to our portfolio. With some truly exciting ingredient combinations and striking on-shelf impact, we are confident that these sauces will add some serious Zing to the sauces and condiments category!”
Kevin Daly, Design Director, Springetts, says, “We wanted the design to capture the excitement and involvement of adding flavour to food and drink. A slap of sauce, a scatter of spice and a mix of spirit. Working with Pritesh and the team we created a brand essence ‘Flavour Beyond Ordinary’ so the packaging had to live up to this”
These latest developments illustrate how World of Zing is continuing to make its mark on the speciality food and drink sector. Not only are World of Zing products available from its own retail website site, but also at the UK’s leading speciality retailers, with over 40 products listed with Wholefoods. The phenomenal growth of the also business continues, with it forecast to grow by a further 200% in 2017.