Branston has announced the launch of two new chutney flavours: Caramelised Onion and Mediterranean Tomato. The new flavours are part of Mizkan Euro’s ongoing NPD activity since acquiring Branston in February 2013, and represent the company’s first launch into a new product category.
Marketing and communications activity for chutney will fall under the ‘Make It Special’ brand campaign umbrella, and together with Pickle, will play an important role in encouraging Britain to ‘Get Making’ with Branston. In addition, the chutneys will make Branston the only brand to provide a portfolio of products across the three segments in this category to the retailer.
The new label was designed by Parker Williams and the jar by Tin Horse. The jar was custom-made to echo the iconic Branston Pickle shape and is smaller (290g) in order to drive penetration with consumers.
The launch of chutney will be supported as part of a £1.9m Branston brand campaign that runs from November 2014 through to February 2015. Chutney will feature as an end-frame addition to The Apologist ad for Pickle, and will be on TV screens in the run-up to Christmas, as well as post-Christmas in January, to remind consumers to use up their newly purchased jar.
The chutney segment is in good growth (3.4% year-on-year) with the traditional part of the category, where Branston will play, growing faster at 4.4% year-on-year.
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