Chilled pickles and kimchi brand Vadasz is moving into the sauces category with the launch of three new products – Kimchi Ketchup, Hot Pepper Sauce and Hot Jalapeno Sauce.
The launch builds on the success of the award-winning brand’s condiments range. It noted that the sauces category is a large ambient category that has premiumized in recent years, with shoppers trading up on their favourite branded condiments and sauces. However, Vadasz claims that these products are pasteurised and high in sugar, which can deter health-conscious shoppers. The brand stated that it identified a gap for “fresh, flavourful and healthy sauces”, so it set out to create a new range that would bring “vibrancy and excitement to the category”.
The new sauces are made entirely from natural ingredients, leveraging the health-preserving qualities of pickling and fermenting, and are low in sugar.
Vadasz Kimchi Ketchup (250ml, RRP £4.50 – £4.75) and Vadasz Hot Pepper Sauce (250ml, RRP £4.50 – £4.75) will be available in Waitrose from 18th September. The Kimchi Ketchup and Vadasz Hot Jalapeno Sauce (250ml, RRP £4.50 – £4.75) will be available in Sainsbury’s from 25th September.
Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, the owner of Vadasz, said: “Although worth £970m, the ambient sauces category is in volume decline, and all products are pasteurised and high in sugar, which can put off health-conscious shoppers. In comparison, the chilled pickles and kimchi category is seeing incredible growth of +62%. As the no.1 brand in this space, Vadasz is driving most of this growth thanks to its fresh super condiments range that taste delicious and delivers on health benefits.
“To encourage growth, we saw the opportunity to introduce this same ethos into the sauces category with a range of exciting and punchy flavours, with significantly less sugar than other options and additional nutritional value. We’re excited to be launching this innovative new range, which is the start of a strong NPD pipeline as we look to transform more categories in other areas of the store in the next year.”
