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Branston ‘Makes It Special’ In Time For Summer With Re-Launch Of Relish

– Mizkan Euro’s first NPD since acquiring Branston

Branston, one of the UK’s best loved brands, has announced the re-launch of its relish range with five exciting flavours available from June 2014. These are: tomato and red pepper; spicy tomato; caramelised red onion; smoky tomato and chipotle, as well as a limited edition Brazilian sweet and spicy relish that will coincide with this year’s football sporting activities.

The new range launch is Mizkan Euro’s first NPD since acquiring Branston in February 2013. Creatively, the marketing and communications activity for relish will fall within the ‘Make It Special’ brand campaign, and together with Sweet Pickle, will play an important role in encouraging Britain to ‘Get Making’ with Branston. The new packaging, designed by Parker Williams, is based on current and lapsed Branston user’s feedback. The serving suggestions aim to educate and inspire users, while the new flavours tap into current food trends.

Roll-out of the relishes will be supported by a £1m above the line campaign to capitalise on the summer BBQ season and the upcoming football activity. Outdoor activity will be structured into two bursts across June and July and will consist of 6 sheet poster activity outside major multiples, as well as digital POS 6 sheets outside 215 Tesco stores nationwide.

From the 12 June there will also be innovative digital activity in the form of a proximity texting campaign with responsive and weather activated media, aiming to prompt purchase close to store. Weve and Facebook will also feature temperature activated creative that will remind consumers to buy the products when the weather is hot. All proximity testing will take place within half a mile of a major multiple.

All media activity was planned and executed by UM London and is designed to send people to purchase the relishes during good weather to coincide with the barbecue season. All creative was designed by mcgarrybowen.

The activity aims to maintain the relationship with the traditional relish customer aged between 28 and 54 years old across all life stages[1] while also targeting the lapsed relish consumer. This group is mainly young families who have defaulted to ketchup[2] and have forgotten what makes relishes special.

Victoria Adams, Branston Brand Manager at Mizkan Euro, said: “The re-launch of our relish products represents an exciting time for us at Mizkan Euro. Relish sales have dropped off in recent times with the products seemingly losing some of their relevance, so now is a perfect opportunity to start targeting the consumer at point of purchase. Branston is the brand leader in relish with nearly 50% market share[3] so there is a real chance to reconnect with our customers and remind them that relishes can be a more exciting choice than the typical table sauce.

“We are very much looking forward to consumers relishing the summer months with our new products for their BBQs and picnics, and, in turn, seeing our segment grow.”

Branston Relish was bought by Mizkan Euro in February 2013 as part of the company’s £92.5m acquisition of Premier Foods’ sweet pickle and table sauces business.

-END-

For further details please contact:
Katharine Nichols or Matthew Clark at Eulogy!
Email: mizkan@eulogy.co.uk
Telephone: 020 3077 2000

Notes to Editor

Range available at all major multiples – flavours may vary store to store.
MSRP – £1.79

About Mizkan Euro

Mizkan Euro is the European subsidiary of Mizkan, a privately-owned, Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Headed by Kazuhide Matazaemon Nakano VIII, Mizkan is a global business with over 210 years experience in producing high quality products. Mizkan Euro has continued this worldwide trend of producing high quality foodstuffs by adding Branston Pickle, Haywards Pickled Vegtables and Sarson’s Vinegar to its portfolio of brands as part of its growth plan, cementing its position as pickles and chutneys, relishes and vinegar category experts in Europe.

[1] Kantar 52 w/e 5 Jan 14

[2] Kantar52 w/e da 5 Jan 14 – Relish & Table Sauces Database

[3] IRI 52, w/e 1 Mar 14


Sarson’s To Launch Ambient Marketing Campaign During Chip Week

To coincide with this year’s Chip Week (17-23 February), Mizkan Euro is launching a Sarson’s branded chip bag, available in fish and chip shops nationwide.  There will be 100,000 bags available across the UK for a two week period, with the phrase “Your chips will love you for it” emblazoned across the front, alongside the Sarson’s logo.

Part of a wider marketing push in the run up to Chip Week, the bespoke bags – designed by mcgarrybowen – aim to remind consumers that when they think fish and chips, they should think Sarson’s. The focus of the activity will also be to harness latent love for the brand which is synonymous with chips, during the national week celebrating the fried potato favourite.

There will also be a chance to sample the product in-situ at fish and chip shops. Through the ambient marketing campaign secured by UM London, Sarson’s will also be positioned on the counter rather than behind it.

Kuni Tsukada, Sarson’s Brand Manager, Mizkan Euro said:, ‘As the authentic malt vinegar we identified Chip Week as the perfect opportunity to engage with our consumers. The bags should spark conversations whilst reminding consumers that there is no better partner for chips than Sarson’s’

Mizkan Euro will be supporting this activity with consumer media outreach, producing new chip content including recipes and drink pairing recommendations.

Sarson’s Vinegar was bought by Mizkan Euro in February 2012, as part of the £41 million acquisition of a number of Premier Foods’ brands including Haywards pickled vegtables and Dufrais.

For further details please contact:

Katharine Nichols, David Cohen or Matthew Clark at Eulogy!
Email: mizkan@eulogy.co.uk
Telephone: 020 3077 2000

 

About Mizkan Euro
Mizkan Euro is the European subsidiary of Mizkan, a privately-owned, Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Headed by Kazuhide Matazaemon Nakano VIII, Mizkan is a global business with over 210 years experience in producing high quality products. Mizkan Europe has continued this worldwide trend of producing high quality foodstuffs by adding Branston Pickle, Haywards Pickles and Sarson’s Vinegar to its portfolio of brands as part of its growth plan, cementing its position as pickles and chutneys, relishes and vinegar category experts in Europe.


Mizkan Europe Bolsters Brand & Technical Teams Across Product Portfolio

– New Brand Managers for Haywards Pickled Vegetables and Sarson’s Vinegar
– Appointment of Head of NPD and Head of Technical

Mizkan Euro is set to hit the ground running in 2014 with five key appointments across its marketing, product development, manufacturing and operations departments, showing its continued commitment to the innovation and long-term nurturing of its iconic British brands.

Suzanne Dover will be taking charge of product development at Mizkan as Head of NPD, while Kate Charman and Kuniaki Tsukada will be managing the Haywards and Sarson’s brand portfolios respectively. Bruce Lambourne, as Head of Technical, will oversee Mizkan Europe’s manufacturing process, while Mike Parsons will take the lead as Director of Operations & Supply Chain.

New Haywards Brand Manager Kate Charman has four years experience of building and marketing products, firstly at Novartis Consumer Health focusing on veterinary products and then latterly at KP Snacks as Assistant Brand Manager for Hula Hoops. Here she was involved in BTL work, packaging design, flavour changes and NPD.

In charge of Sarson’s Vinegar, Brand Manager Kuniaki Tsukada has been with Mizkan for a decade. Nine of those ten years were spent in the marketing division in Japan, building expertise in delivering consumer campaigns and new products.

As head of NPD, Suzanne Dover will ensure Mizkan Euro’s products are consistently reaching customer expectations. She comes from a career spanning over twenty years in the food industry, enthusiastically developing, managing and launching brands at companies such as Mars, HJ Heinz and SMA Nutrition.

Bruce Lambourne is joining Mizkan Euro as Head of Technical with over a decade of experience in the food manufacturing sector. Joining Premier Foods from his native South Africa in 2002 as Technical Manager, Bruce has worked extensively across bakery, desserts, confectionary and meats in the intervening twelve years, building up a wealth of experience in the sector.

Coming into the Mizkan Team more recently from Weetabix, and with two decades of food industry experience, Mike Parsons has huge expertise in building and transforming the operational side of food manufacturing. Previously having spent 17 years at Heinz, Mike’s work has taken him across multiple senior roles, resulting in his role at Weetabix where he ran four operating sites and had responsibility for 1200 employees.

Growing the company from just one employee (himself) in September 2012, Paul Shanahan, MD, is now in charge of a 60 strong team, bringing experience from a wide range of sectors and backgrounds under one roof. These new hires, along with the speed with which the company has built up its UK operations, reflect the strong commitment Mizkan Euro has to the growth of its Branston, Haywards and Sarson’s brands. This growing melting pot of talent is putting continuous innovation at the heart of Mizkan Euro, driving the business onwards and upwards.

Paul Shanahan, MD, Mizkan Europe said:

“As a company, we’re dedicated to supporting these classic British brands and establishing them as mainstays in the British kitchen. Through these appointments, we’ll not only be able to grow our sales of Branston, Hayward’s and Sarson’s and develop them as brands in the public consciousness, but we’ll be also breathe new life into our offering as a whole through an earnest expansion of our product development and technical expertise. There is little time to sit on our laurels in 2014 as we continue to expand our business and cement our leadership position in our category sectors.”

These announcements follow the airing of Branston Pickle’s first TV advert in five years, supported by £5.9m media spend, and show a concerted effort by Mizkan Euro to develop its already renowned brands into staples of every kitchen in 2014.

 

ENDS

About Mizkan Euro

Mizkan is a Japanese, privately-owned business that started in 1804. It is known as the number one Sushi vinegar supplier in the world and is looking to grow its current portfolio of brands and raise its profile as category experts within the retail, wholesale, foodservice and ingredients areas in the EU. It has recently acquired Branston Pickle, Haywards and Sarson’s as part of its growth plans.

 

For further information contact the Mizkan team at Eulogy!

020 3077 2000, Mizkan@eulogy.co.uk


Mizkan Euro ‘Bring Out The Branston’ With New Pickle Packaging

Branston Pickle, the UK’s leading sweet pickle brand, has announced the launch of new, limited edition packaging, spelling out the brand’s quintessential tag line ‘Bring out the Branston’. Half of all jars will have a new label reading ‘Bring out’, replacing the traditional ‘Branston’ so that when on shelf, the jars will read ‘Bring out (the) Branston’.

The packaging is designed to continue the festive push into the new year and is scheduled to be on the market by mid–February. It will run alongside the new TV ad in order to reinforce the brand’s ‘Make it Special’ campaign in-store.

Mizkan Euro’s initial run of the labels will be for four weeks, with the potential for extension and the activity is designed to be a cost effective way to encourage repeat sales. For minimal financial investment covering artwork redesign and clever printing to mix up the designs, the two new front labels aim to increase the average basket purchase from one to two jars, as consumers buy the special-edition Branston Pickle labels to enjoy the ‘Bring out (the) Branston’ humour at home.

Lorna Kimberley, Marketing Manager of Mizkan Euro, said: “The post-Christmas period is a tough one for any food brand; sales are typically down and a lot of effort has to be expended in order to captivate consumers. Our ‘Bring out’ labels are a fun and novel way to engage our consumers while underlining the core ‘Make it Special’ message of the brand.

We are investing heavily in supporting Branston over the next year through lots of different media – our TV campaign launched for Christmas and our Facebook page has grown to over 26 thousand likes in the space of a month. What better way to ‘Make It Special’ for our Branston lovers than by making them smile with our packaging. We hope everyone loves these quirky labels as much as we do!”

Branson Pickle was bought by Mizkan Euro in February 2013 for a cash consideration of £92.5 million as part of its acquisition of Premier Foods’ sweet pickle and table sauces business.

 

For further details please contact:
Katharine Nichols, David Cohen or Matthew Clark at Eulogy!
Email: mizkan@eulogy.co.uk
Telephone: 020 3077 2000

 

About Mizkan Euro

Mizkan Euro is the European subsidiary of Mizkan, a privately-owned, Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Headed by Kazuhide Matazaemon Nakano VIII, Mizkan is a global business with over 210 years experience in producing high quality products. Mizkan Europe has continued this worldwide trend of producing high quality foodstuffs by adding Branston Pickle, Haywards Pickles and Sarson’s Vinegar to its portfolio of brands as part of its growth plan, cementing its position as pickles and chutneys, relishes and vinegar category experts in Europe.