Vinegar brand Sarson’s has launched a new range of ‘Dip & Drizzle’ sauces.
Available in two flavours, Original Malt and Zingy Garlic, they are aimed as a dipping option for finger food and snacks or drizzling over dinners.
Lisa Adams, senior brand manager at Sarson’s, said: “Dip & Drizzle signals a new dawn for this heritage and craft brand. 2024 is an iconic year for Sarson’s, as it celebrates its 230th anniversary and launches NPD that is ‘true innovation’ across the UK. To ensure we would celebrate being the UK’s No.1 Vinegar brand for another 230 years, we spent time talking and getting to know our consumers.
“They told us that they wanted more Sarson’s. 70% of shoppers said they would add a Sarson’s table sauce to their existing table sauce repertoire and 72% of shoppers aged 25-35 said they would purchase a table sauce from Sarson’s. So, we created Dip & Drizzle for our customers to help us explore new categories.
“The delicious tang profile of Dip & Drizzle aims to establish a connection with a new younger generation of vinegar lovers helping them to add tang to mid-week suppers or snacks and help enhance the flavour of their everyday food.
“The street bottle and cap style of the Dip & Drizzle packaging aims to help drive usage and appeal to a younger consumer. The vibrant colours of the bottles align with the category flavour cues and help create cut-through on-shelf.
“These are big, bold flavours, taking Sarson’s beyond only ‘vinegar for your chips’ occasion. The Dip & Drizzle range offers a younger demographic the opportunity to enjoy Sarson’s in other usages whilst still maintaining the exceptional quality of this craft vinegar, skilfully brewed, and matured in wooden vats since 1794.”
The launch of Dip & Drizzle is being supported by a national advertising campaign that uses digital out-of-home, TV, video-on-demand and paid social. The campaign also includes shopper marketing and product sampling events in BBQ Week and Gastro Alfresco.
The new Dip & Drizzle sauces are rolling out in the grocery channel with an RRP of £2.00/250g.
