Branston Expands into Dips Market

The new packaging brings the range up-to-date in terms of design, whilst retaining the strong branding associated with Branston.

17/07/2008 Designed to reinvigorate a presently lacklustre category, Branston Dips come in a great selection of unique, ‘foodie’ flavours.

Bursting with flavour and with a thicker, chunkier texture than many dips currently available, they are guaranteed to give the consumer a lot more bite.

Branston aims to grow the dips market, which is currently worth £161m, with the introduction of its tasty new range that will bring new consumers into the market.

Branston hopes to invigorate the category, which currently has only a limited amount of amount of flavours available, and replicate the success they have achieved in the relish category.

Kelly Pym, marketing manager for Branston, says: “Branston’s new dips range will shake up the market by providing the consumer with more choice – therefore generating new interest in the category. With the foodie flavours and thicker consistency, our offering is guaranteed to inject some oomph into a currently flagging market – not just benefitting Branston, but creating growth for the category as a whole.”

Retailing at £1.29, the range is available in four delicious flavours - Roasted Tomato & Sweet Chilli 300g, Mango & Chilli 315g, Apricot & Onion Spice 310g and Red Pepper & Redcurrant 305g – created in line with growing consumer demand for interesting and original new flavours.

Branston Dips are available to grocery and independent outlets now.

The Branston brand is now worth just over £50m, with year-on-year growth across the relish, sweet pickle and table sauce categories.

In addition to the move into a new market, the brand is also revamping its traditional Brown Sauce and Tomato Ketchup packaging to reflect the modernity and accessibility of Branston.

The new packaging brings the range up-to-date in terms of design, whilst retaining the strong branding associated with Branston. The recipe for Branston Brown Sauce has also been reformulated to include more Branston bite.