PG Web Extra: Promoting Condiments, In-store and Out
Rushdi Foods’ latest product, Mighty Sesame Co. ready-to-use, single-ingredient tahini in a squeezable bottle, hits a number of current trends – ethnic flavors, convenience, clean labels, healthier alternatives, plant-based products, high-protein foods – but one of the best ways to make customers aware of all of the item’s desirable attributes is to let them sample it.
“When you offer consumers to taste a new product in store, together with the actual product, the chances they will buy the product are significantly higher,” notes Metalya Sivan, marketing manager for Alon Tavor, Israel-based Rushdi. “Most purchasing decisions are made at the store, so the tasting experience is an important factor.”
Patrick Ford, VP at Raleigh, N.C.-based Ford’s Gourmet Foods, maker of Bone Suckin’ Sauces, as well as seasonings and rubs, is also a big believer in sampling. “In store samplings give a customer a no-risk chance at trying the products,” he explains.” It is a one-on-one educational session for the customer. Make sure your employees are well trained on all the benefits of the products being sampled.”
Online Overtures
You may not be able to taste a condiment online, but it can be an effective way to share news about a product launch.
“A successful strategy in promoting our condiments has been through our social media channels,” observes Jenny Berrien, brand marketing director at San Francisco-based Hampton Creek, whose offerings include condiments made with Non-GMO expeller-pressed canola oil and free of gluten, egg and dairy. “Leveraging our Hampton Creek Instagram channel through condiment launches for our Just Mayo and Just Dressings allows us to showcase our condiments in a playful, creative way and allows us to connect with different consumer demographics across the country. We also leverage Hampton Creek fan reposts and user-generated content, for example holding a Just condiment in a retailer, which not only strengthens brand love with the consumer, but also with the retailer.”
The company also provides guidance on how to use its condiments. “In addition to our Instagram, we … produce recipe videos in-house for our Hampton Creek ‘Just Recipes’ Youtube channel, which provides the perfect platform for showcasing our Just Mayo and Just Dressings in a fresh, innovative way: through unique, delicious recipes, created by our team of Michelin Star chefs,” says Berrien. “This, coupled with cross-posting on relevant social platforms, has proved to be a robust and successful digital advertising strategy.”
Rushdi's Sivan agrees with the digital approach, combined with the aforementioned in-store sampling and outreach to such taste influencers as chefs. “Social media has an important role in engaging with consumers and help[ing] them to get more information about the product,” she points out. “This is an informal way to communicate directly with the consumer.”
Heinz Ketchup, Lea & Perrins Available for Manufacturers, Foodservice
Kraft Food Ingredients has added Heinz Ketchup and Lea & Perrins Worcestershire Sauce, as well as a variety of Heinz vinegars, relishes and sauces, to its broad portfolio of ingredient solutions. The condiments now come in several sizes and formats for the manufacturing and foodservice sectors.
“We pride ourselves on offering our customers high-quality ingredients that consumers know, love and trust,” notes Andrew Scribner, VP and general manager of Glenview, Ill.-based Kraft Food Ingredients, the B-to-B ingredient division of the Kraft Heinz Co. “For years, we’ve been able to supply the food industry with household names like Kraft Cheese, Grey Poupon Mustard and A1 Steak Sauce, making the addition of Heinz Ketchup and Lea & Perrins Worcestershire Sauce a perfect fit for the Kraft Food Ingredients family of products.”
Along with its portfolio of well-known brands and products, Kraft Food Ingredients has experts who provide customers with innovative applications to capitalize on current consumer trends.
Mustard in a Pouch
Silver Spring Foods Inc. has debuted what it describes as the “first-ever” Deli-Style Mustard in a gusseted pouch, which the Eau Claire, Wis.-company asserts is “perfect for on-the-go mealtime activities like picnics, boating and tailgating.”
Further, according to Silver Spring: “The easy-pour gusseted pouch creates a consistent and steady pour of mustard, in a format with excellent visibility on the shelf. The durable pouch provides differentiation in packaging and creates new and exciting options for consumers. It also provides less waste, stays fresh longer after opening, and you can get out every last drop of product.”
Featuring a “moderately coarse texture with subtle heat and a tart, earthy body,” the item has an SRP of $1.39 per 5.25-ounce pouch.
Silver Spring is also the world’s largest grower and processor of horseradish.
Need more info? Read the main story, "Creative Condiments Pass the Taste Test."