Baxter’s Food Group will attempt to reinvigorate the pickle fixture this summer with the launch of a versatile range of toppers, which will bring the “the perfect finishing touch” to homemade street food such as hot dogs, pulled pork, burgers and wraps.
The “punchy” flavours will also add interest as an accompaniment to salads, steaks, sausages and chicken, Baxter’s said.
The Deli Toppers range comprises individual jars of spicy slaw, red slaw, tangy red onion, and jalapeños. Each of the jars has a recommended retail price of £1.49 and will be available in most major retailers from August. Their launch will be supported by a strong marketing campaign, with a digital-first approach, to drive awareness and engagement with the target audience.
Christine Clarke, head of marketing for Baxter’s Food Group, said: “Street food and casual dining is booming in the UK – Deli Toppers takes this trend and helps consumers recreate the flavours they love from their favourite dining experience in their own home. They are a step away from the traditional, bringing life and excitement to meal times, whatever the occasion.
“Deli Toppers transform boring everyday dishes into something more memorable. Heaping jalapeños on to a hot dog, adding a topper of slaw to create a gourmet burger or layering red onions on a pizza will bring street food style into the home.
“These bold and lively ingredients will add a modern kick to the fixture and, importantly, help to bring younger shoppers to the category.
“It’s a store cupboard essential for people who love to get creative in the kitchen.”
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