French’s targets barbecue and in-home grilling market with new condiments

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New barbecue sauces

New barbecue sauces

French’s, the American Mustard brand, is adding eight new products to its range to target the barbecue market.

According to the company, the new condiments will appeal to any BBQ foodie who wants authentic American flavours at any time of the year.

The new products comprise two BBQ sauces, two relishes, three dressings and a New York Steakhouse Sauce. They go on sale in Waitrose and Sainsbury’s from mid-May 2012 with recommended price points of £1.99-£2.49.

Amy Woodbridge, senior brand manager, said: “When we put French’s in front of UK consumers the unanimous feedback is they associate the brand with BBQ. As one of the most popular meal occasions in Britain it’s important French’s reacts to demand and champions this category with an NPD line up that suits British consumers.

“Whilst the new line-up will initially target consumers around the BBQ season, we also see a great opportunity in extending BBQ into in-home grilling. Our tactics may vary, but the thought of driving the occasion will remain at the forefront of our efforts. We believe in-home grilling will become less driven by seasonality and more about people’s ability to expand their repertoire.”

With a year-round appeal and a proposition that works at other key consumer occasions such as Bonfire Night and Christmas, French’s said it expects occasional consumers and brand loyalists alike to come to rely on a brand that has such a long established position in the condiments market.

The range comprises:

Classic BBQ Sauce 250g (£2.49), Sweet & Tangy BBQ Sauce 260g (£2.49), New York Steakhouse Sauce 250g (£2.49), Blue Cheese Dressing 270g (£2.49), Honey Mustard with Dijon Dressing 270g (£2.49), Caesar with Parmesan Dressing 270g (£2.49), Jalapeño Tomato Relish 320g (£1.99), Sweet Onion Relish 320g (£1.99)