Branston, the nation’s favourite pickle brand*, has expanded the Smooth Pickle range launching a 370g jar SKU, adding to the current squeezy bottle format on offer to consumers.

Branston’s Smooth Squeezy Pickle has seen strong year on year growth indicating a clear consumer demand for a pickle that is chunk free. The latest release ensures Branston Smooth Pickle is now available in the much-loved iconic jar, a format that has been in consumers cupboards for over 95 years.

The product offers consumers all the great taste of Branston without the chunks. It also provides consumers with a versatile product that can be used as a condiment, but also as an ingredient in home cooking.

Launching in Morrisons this month, Branston will be supporting the launch with TV, digital and PR marketing spend, price promotions and in-store marketing,

Nisha George, Senior Brand Manager at Branston said “We have seen an opportunity to bring in new users to the brand who love the taste of Branston but don’t love the chunks. Our research** has also found that Branston Smooth has the highest propensity to encourage lapsed users back into the category.”

The product will launch in Morrisons on the 19th March priced at £1.40.