Speciality Food - July/August

@specialityfood 34 I ndependent retailers are treasure troves of condiments and table sauces. Stocked full to bursting with jars and bottles of classic stalwarts, modern reimaginings of British favourites, must-have showstoppers and innovative new brands, they are a cornucopia of boundary-pushing and much-loved flavoursome finds sure to delight customers. Condiments saw their sales fly last year. The working from home revolution plus a surge in home cooking and barbecues ignited a boom in products that are able to elevate everyday meals into something extraordinary and quickly transform an evening at home into an occasion worth celebrating. As delis and farm shops are havens for condiments, shoppers come to their doors to find the next best thing for their cupboards. Yet for buyers tasked with selecting products to stock, there is a huge variety available, and tradition and innovation both have something to bring to the table. HOWTOSTOCK CONDIMENTS Condiments and table sauces are a staple for any good retailer. To maximise profits, shops must find the right mix between tried and tested favourites and modern concoctions DEBBIE KING JK FOODS PAM DIGVA SAUCE SHOP VICKY MCTAGGART STOKES SAUCES BECKY VALE TRACKLEMENTS DESIREE PARKER THE FORAGING FOX MEGAN LOVE MR ORGANIC COMMENTATORS “P ost-Brexit Britain is witnessing a resurgence in the old favourites such as ketchup, mustard and mayonnaise, with consumers spending an extra £120m over the last 12 months on an extra 68.5 million packs of table sauces and condiments,” explains Debbie King, sales and marketing director at JK Foods, the UK’s leading importer and distributor of East Asian foods and owner of the Chippa sauces brand. “In 2021, people are behaving much as they do in a recession and reverting to comfort foods and meals with a nostalgic appeal,” adds Becky Vale, marketing director at Tracklements. Bangers and mash, traditional roasts, and fish and chips are all getting a new lease of life – as are the condiments that go with them. “Consequently, traditional condiments are enjoying very buoyant sales,” Becky says. Best- in-class Tracklements products experienced a 60% increase in sales in the year to date. With the spotlight on traditional flavours, indie retailers can champion their most indulgent artisan condiments with help from the ‘trading up’ trend, which sees shoppers who saved money during the pandemic keen to maximise their meals by upgrading certain elements. When compared with a high-quality bottle of wine or a prime cut of meat, speciality sauces are affordable, yet they offer a big impact onmeals, and “satisfy consumers’ desire for everyday treats,” Becky says. The difference between big brands and artisan condiments is telling – so much so that once consumers make the switch they may not want to go back. “One of the key differences between mass-produced and speciality products is the cooking method,” says PamDigva, co-founder and brand director of Sauce Shop. “Often, large manufacturers are working to produce huge quantities within time constraints, meeting tight margins. In speciality food production, sauces are often cooked off for long periods of time in an open vessel. This extra time and care results in a richer product that really adds something to a dish,” Pam says. Vicky McTaggart, marketing and personnel manager at Stokes Sauces, says sourcing the best possible ingredients makes all the difference in gourmet products, and retailers need not pay too much attention to the latest fads and gimmicks. “Traditional condiments such as horseradish sauce and mint sauce should be made of the best ingredients and taste fantastic; they do not need ‘added value’ or ‘twists’, they simply need to be the perfect accompaniment to the traditional Sunday roast or weekday grill,” she explains. Buying British As well as boosting the profile of traditional foods, Covid-19 also disrupted conventional home cooking, withmore families eating together, cooking meals from scratch and utilising their local farm shops or butchers. These newfound habits are playing into a simpler way of living and eating, whichmany consumers – especially younger ones – have rediscovered during the pandemic. “The latest generation are incredibly conscious of where their food comes from and are going back to our grandparents’ generation in their thoughts of a traditional, simpler way of eating,” Vicky says. What’s more, there is a growing focus on British-made products, Becky adds. “The love of classic condiments has been reignited, as has the demand for buying British brands which are able to demonstrate strong environmental and sustainable credentials. We have seen a swell in popularity for food brands with genuine integrity – a move to conscious consumption which we hope will continue to grow,” she says. A versatile product For traditional condiments, showcasing versatility can be key to securing sales from customers who may be trading up to artisan products after years of purchasing standard supermarket condiments. “What one person puts in a sandwich, another puts on a cheeseboard or in a soup, or uses to top off a salmon fillet,” Becky says. By educating consumers about their many uses, retailers can boost the value of condiments. These pairing ideas can be played up with in-store displays, as Becky explains, “Condiments are perfect for selling from different locations around the store. Merchandising in different areas can inspire shoppers, stimulate trial, give an opportunity for retailers to show their creativity and, ultimately, result in increased sales.” TRADITIONAL FAVOURITES From ketchup and mayo to horseradish and mint sauce, traditional condiments are must-haves in any household, and the combination of the pandemic and Brexit caused an even greater upswing in demand for these traditional flavours Offer meal suggestions. “Horseradish sauce with chopped, fresh gooseberries or apple with smoked mackerel; mint sauce mixed with mayonnaise or yoghurt as a dip for samosas, bhajis and vegetable crudités; tartare sauce with a little hot sauce added is great with fried chicken. The possibilities are vast,” Vicky says. Focus on displays. “Display condiments on the butchery counter, the fishmonger counter and the deli – hide them away and the customer may miss them,” Vicky warns. “If the customer has bought their piece of pork, they will need an apple sauce, but if the apple sauce is not there the consumer may miss the association.” Offer tastings (when it’s safe to do so). “Tastings, when allowed, are essential to introduce potential customers to new ideas and previously unknown flavours,” Vicky adds. STOCKING TIPS FOR TRADITIONAL CONDIMENTS