Family-owned Empire Bespoke Foods, a speciality food importer, distributor and brand owner, is modernising the pickle category this summer by launching a duo of colourful fermented crunchy vegetables under the Mrs Elswood brand.
The fermented crunchy vegetables will be launched in multiple and independent retailers in June 2023.
Mrs Elswood is the nation’s #1 gherkin brand. Its new Pink Crunchy Vegetables and Crunchy Vegetables products combine its classically tangy/sweet flavour profile with mustard seeds and a colourful selection of vegetables chosen for their crunch.
Pop open a jar to reveal mini gherkins (aka cornichons), red pepper, carrot slices, cauliflower florets and baby silverskin onions.
Both Mrs Elswood Crunchy vegetable products are fermented to build a wonderfully rounded flavour. The vegetables are harvested in season and are naturally fermented for a minimum of four-weeks to develop the flavour before they are introduced to the final Mrs Elswood signature brine.
The Purple Carrot variant combines the same crunchy vegetable selection with an eye catching, natural, purple carrot juice. Inspired by the pink-hued brines of the Middle East where purple carrot juice is more readily available, this vividly coloured mix brings life to the pickles aisle – and is similarly versatile.
With its five vegetable variety, the range aims to appeal to younger consumers interested in the health benefits renowned in fermented and preserved vegetable condiments.
Matthew Moyes, Marketing Controller at Empire Bespoke Foods said “As leaders in the gherkin segment, which is the largest and fastest growing segment of all pickles – we have a pipeline of exciting new products that not only bring news to the category, but also modernise it. From Toluna studies, we know our Crunchy Vegetables appeal to a younger, food engaged consumer – who is looking for something that can accompany multiple dishes.”
The Mrs Elswood Crunchy Vegetables range is versatile and can be served in wraps, salads, as a side dish to meat, tapas and alfresco dining.
Moyes adds: “Mrs Elswood is the leading brand with a 23% value share of the gherkin category. As market leaders our ambition is to grow the pickled category as a whole. With our new Crunchy Vegetables we are looking to bring life, colour and
modernity to the pickles aisle. Consumers are not only looking for new flavour profiles, but new and improved options for old favourites.”
The concept for the new products was tested in Toluna and scoring in the upper quartile of norms with a high purchase intent among UK supermarket shoppers. Shoppers reported that they could see the versatility, the colour and life the product bought to the category.
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