Posted: 25/06/2019

Sauce brand’s new ‘squeezy’ range to take on big brands

Stokes Sauces has launched four of its signature condiments and a brand new reduced-sugar ketchup in squeezable, recyclable bottles as it looks to challenge mainstream brands. 

Launching nationwide this month, the new “family-friendly” range consists of Stokes’ tomato ketchup (485g), Real Mayonnaise (420g), BBQ sauce (510g) and brown sauce (505g), as well as a new reduced-sugar tomato ketchup (475g) – with RRPs ranging from £3.45 to £3.60.

The Suffolk-based company said it introduced the new sauce – which has 30% less sugar – in response to consumer demand for lower-in-sugar condiments. 

The entire range is packaged in PET plastic squeezable bottles which are 100% recyclable and bespoke to Stokes, who says they are easier to handle than those used by larger brands.

“97% of all ketchup bought by consumers in the UK is sold in squeezy bottles,” said MD Rick Sheepshanks. “Although people love our signature glass bottles, sometimes glass isn’t the most convenient, especially for families.

“We know that we offer a higher quality and better tasting range of sauces than the big brands and we really want to take on these big names,” he said.  

“Squeezy bottles dominate the sector and reduced sugar options are becoming more popular,” he added, “so we’ve invested in these new products to enable us to chase a bigger share of the market.”

This story appeared in the June issue of Fine Food Digest. You can read more on the digital edition here.

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