Bringing innovation to the hot sauce market
UK chilled pickles and kimchi brand Vadasz has brought a spicy kick into the condiment market with the launch of its new hot sauce range.
Aiming to create a new category for hot sauces, Vadasz’s new range includes Kimchi Ketchup, Hot Pepper Sauce and Hot Jalapeño Sauce as the brand said it aims to deliver a new range of fresh, flavourful and healthy condiments.
The new sauces have been made using entirely from natural ingredients, making use of the health qualities that come from the process of pickling and fermenting vegetables whilst also being low in sugar.
The entire range comes in a 250ml bottle with RRPs between £4.50-£4.75 per bottle. The Vadasz Kimchi Ketchup and Hot Pepper Sauce variants will roll out into Waitrose stores from 18 September while the Vadasz Hot Jalapeño Sauce and the Kimchi Ketchup will come to Sainsbury’s stores on 25 September.
Yvonne Adam, chief marketing officer at The Compleat Food Group – the firm behind the Vadasz brand, said: “Although worth £970million, the ambient sauces category is in volume decline, and all products are pasteurised and high in sugar, which can put off health-conscious shoppers.
“In comparison, the chilled pickles and kimchi category is seeing incredible growth of 62%. As the number one brand in this space, Vadasz is driving most of this growth thanks to its fresh super condiments range that taste delicious and delivers on health benefits.
“To encourage growth, we saw the opportunity to introduce this same ethos into the sauces category with a range of exciting and punchy flavours, with significantly less sugar than other options and additional nutritional value.
“We’re excited to be launching this innovative new range, which is the start of a strong NPD pipeline as we look to transform more categories in other areas of store in the next year.”
