Branston, one of the UK’s best loved brands, has announced the launch of its chutney range with three delicious new flavours; Caramelised Onion, Mediterranean Tomato and Orchard Fruit. The chutney segment is in good growth (3.4% YOY1) with the traditional part of the category, where Branston will play, growing faster at 4.4% YOY1.
The new range is part of Mizkan Euro’s ongoing NPD activity since acquiring Branston in February 2013. The chutneys will be available from mid-October and will roll out to all major supermarkets. Creatively, the 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.2
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 back of pack serving suggestions aim to educate and inspire users to explore new tastes with their food. Currently, traditional chutney penetration stands at 20.7%3 and Branston market research suggests that it will be seen as a beacon brand in this new segment as it has high pickle brand awareness (88%4), which allows the brand to launch into this arena.
Roll out of the chutneys is being supported through a £1.9m TV ad campaign designed to inspire purchase of chutney during the Autumn and Winter seasons and in the run up to Christmas.
All media activity was planned and executed by UM London. All creative was designed by mcgarrybowen.
Victoria Adams, Branston Brand Manager at Mizkan Euro, said:
We spotted a gap in the market for an entry level everyday range of chutneys that appeal to the consumers’ sense of “Britishness”, so now is the time for us to build on our position as the number one brand in pickles and relish and establish ourselves in a new category that offers growth potential to retailers.
Branston was bought by Mizkan Euro in February 2013 as part of the company’s £92.5m acquisition of Premier Foods’ sweet pickle and table sauces business.