The Publication For The Grocery Trade

HP BBQ Sauce in the Honey!

Summer 2006 is set to be a hot one for retailer sales following news from HP Foods of a complete brand relaunch for its market-leading HP BBQ Sauce. The relaunch will include a nationwide media campaign supported by extensive in-store activity, and represents the biggest ever investment in the HP BBQ Sauce range. This forms part of HP Foods' £4 million media investment in the HP brand portfolio in 2006. With a new positioning based on their Authentic Woodsmoke flavour, HP’s BBQ Sauces will have a new, eye-catching pack design plus a new flavour, Honey Woodsmoke. The new Honey Woodsmoke variant fits alongside the existing Classic and Spicy variants to offer a clearly signposted range of Mild, Original and Hot flavours to appeal to all consumers. Graham White, Marketing Director for HP Foods Ltd., emphasised the importance of giving consumers clear guidance on the flavours of the BBQ range. "Research showed that consumers are sometimes unsure about the flavour of BBQ Sauce and what it will add to their food, but it also highlighted how appealing the smokey taste is. Our new packaging focuses on HP BBQ Sauce’s Authentic Woodsmoke Flavour, and gives consumers a clear reason to buy." HP Foods will be supporting the relaunch with a nationwide radio advertising campaign this summer focusing on the Authentic Woodsmoke Flavour. This will coincide with heavy in-store support including seasonal fixture listings, shippers and point of sale, sampling and great value promotions. HP BBQ Sauce offers a huge opportunity for retailers, with UK household penetration of BBQs over 36%, but penetration of BBQ Sauces under 11%. Closing this gap represents a £10 million opportunity. The BBQ Sauce market is currently worth £8.5million* and HP BBQ Sauce is the market leader with a value share of 51%*. The BBQ Sauce category is seasonal with its sales peak around July each year. Weather and promotional timing have a significant effect on the sales performance of the category. * Market data source: AC Nielsen Scan Track, Total Coverage, 52 Wks ending 24.12.05.