Vadasz plans to revolutionise the sauces market

Vadasz is introducing three fresh, nutritious sauces that showcase the brand’s signature culinary magic.

Creating a new category of fresh hot sauces, Vadasz’s new range will include Kimchi Ketchup, Hot Pepper Sauce and Hot Jalapeno Sauce.

The launch builds on the incredible success of the award-winning brand’s leading fresh super condiments range.

The sauces category is a large ambient category that has premiumised in recent years with shoppers trading up and paying more for premium versions of their favourite branded condiments and sauces. However these products are pasteurised and high in sugar, which can deter health-conscious shoppers.

Vadasz identified a gap for fresh, flavourful and healthy sauces, so set out to create a new range that would bring vibrancy and excitement to the category.

The new sauces are made entirely from natural ingredients, leveraging the health-preserving qualities of pickling and fermenting, and low in sugar. They also satisfy consumer demand for fresh flavours and heat, with many shoppers looking for more unique and diverse options in sauces.

Vadasz Kimchi Ketchup (250ml, RRP £4.50 – £4.75) and Vadasz Hot Pepper Sauce (250ml, RRP £4.50 – £4.75) will be available in Waitrose from 18th September. The Kimchi Ketchup and Vadasz Hot Jalapeno Sauce (250ml, RRP £4.50 – £4.75) will be available in Sainsbury’s from 25th September.

With the average bottle of ketchup containing 78g of sugar, Vadasz Kimchi Ketchup has been designed to cater for health-conscious consumers looking for lower-sugar alternatives, as well as in response to the growing popularity of kimchi. With less than 2g of sugar, the ketchup is live cultured and naturally fermented, and is made using traditional kimchi ingredients. It can be used to add umami flavour to dishes such as eggs and grilled cheese sandwiches or drizzled over fries.

Tapping into the popularity of hot sauces, Vadasz Hot Pepper Sauce is live cultured and naturally fermented and contains no added sugar. Its recipe combines all-natural ingredients including red pepper, scotch bonnet, ground coriander, nutmeg and apple cider vinegar, and adds a fresh but deep heat to dishes, working well in meals like pho and stir fries.

Completing the trio is Vadasz Hot Jalapeno Sauce, produced using the same cold brined process that Vadasz uses to create its award-winning Jalapeno Relish and Garlic & Dill Pickles. The chilled nature of the product and the cold brining creates a hot yet sweet sauce that is very different to those currently available. It can be used to add extra flavour to dishes like tacos and lamb kofta kebabs.

Yvonne Adam, chief marketing officer at The Compleat Food Group, home of Vadasz, said: “Although worth £970m, the ambient sauces category is in volume decline {2}, 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% {1}. As the no.1 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.”

Kimchi Ketchup, Hot Pepper Sauce and Hot Jalapeno Sauce join Vadasz’s range of fresh ferments including Kimchi, Super Beet Kimchi, Garlic and Dill Sauerkraut, Pineapple & Turmeric Sauerkraut as well as Cold Brined Pickles, Red Onion Pickles, Garlic & Dill Pickles and Hot and Sweet Jalapeño Relish.

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