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Texas Pete’s latest condiment is receiving a particular push at retail. “The ¡Sabor! by Texas Pete launch plan includes heavy support, initially targeting shoppers via free-standing inserts (FSIs), digital display ads and targeted eblasts offering recipe ideas as well as promotional coupons,” says Steve DeCorte, EVP of sales at Winston-Salem, N.C.-based TW Garner Food Co.
Adds DeCorte: “Streaming audio via Pandora will tout the new hot sauce in selected markets. Shipper displays with customized graphics and recipe tear pads will be available. Some retailers will also promote ¡Sabor! by Texas Pete via end-aisle displays.”
More generally, “[n]eckers that include a portion control (PC) sample of a new product have also been successful during a new product launch,” he adds.
Beyond the store, DeCorte notes that TW Garner “is likewise engaged in consumer event marketing, ranging from sports and music festivals to cause marketing.”
Among other condiment manufacturers, Chester, N.J.-based French’s has similarly embraced philanthropy: The company’s partnership with national hunger relief organization Feeding America aims to provide 10 million meals throughout 2016.
Sir Kensington’s, a New York-based producer of all-natural condiments, has launched Fabanaise, the first vegan mayo line – as well as the first commercial product -- to contain aquafaba, the previously discarded water left behind when cooking chickpeas, in place of eggs.
Accordingly, Sir Kensington’s has joined forces with a hummus maker to create the first aquafaba supply chain to bring Fabanaise to market. In the next year, the condiment maker anticipates making use of 50,000 pounds of aquafaba that would otherwise be poured down the drain. Aquafaba first came to widespread attention in 2014, when a recipe blogger successfully used the leftover liquid from a can of chickpeas as an egg substitute in vegan meringue.
“We are thrilled to introduce a truly innovative, delicious condiment in a category that rarely sees groundbreaking invention,” noted Sir Kensington’s CEO Mark Ramadan. “Unlike conventional vegan mayos, Fabanaise is made without processed pea or soy protein powders. By working with a hummus maker, we are able to rescue a naturally occurring – and previously wasted – ingredient.”