All the works

Innovative new products and line extensions are spicing up sales in the once staid condiments category.

Sales in the condiment section are heating up as new, bolder-tasting products and innovative packaging drive consumers to the section and encourage them to stock up.

“We keep seeing more products with diverse ethnicity and culinary cultural ideas and unique flavors,” says Domonic Biggi, CEO of Beaverton Foods, a mustard and horseradish manufacturer based in Beaverton, Ore. “Condiments has the largest offering of new items over any other category. On average, there are 700-800 new condiment products being introduced a month.”

That includes ketchup, where industry leader Heinz is rolling out its Heinz Tomato Ketchup Blended with Sriracha Flavor, merchandised in a 14-ounce squeeze bottle with a suggested retail price of $2.69.

“Consumers have been in search of unique and versatile flavors to add to their favorite foods,” says Joseph Giallanella, brand manager, Heinz Tomato Ketchup, at H.J. Heinz Co., based in Pittsburgh, Pa. “With the growth in popularity of hot and spicy foods we knew they would love a new, bold take on their favorite condiment. The Sriracha flavor brings the excitement and versatility that consumers are craving.”

Retailers can take a piece of the action by expanding private label options, say manufacturers.

“We are seeing a lot of growth in the ketchup category,” says Karen Foley, CEO of Purveyors Kitchen, the Auburn, Calif.-based company that acquired Mad Will’s in January. “We do all-natural and organic products that we are able to offer in private label. Mustard has always been strong, but I think the growth is in ketchup and sandwich spreads.”

In addition to its namesake Red Gold brand, Elwood, Ind.-based Red Gold also manufactures a complete line of private label regular, organic and flavored ketchups in a wide variety of sizes, including Sriracha Ketchup available in a 20-ounce bottle.

“It delivers a kick of heat, a garlicky ‘Wow!’ and a tomato sweetness sure to please condiment users looking for a new flavored ketchup experience,” says Dewey Angell, associate director product management and innovation, at Red Gold.

Private label is a leader in organic ketchup, Angell says. “To accommodate the growth and consumer demand, Red Gold offers private brand traditional retailers 20-, 24- and 38-ounce bottles of organic ketchup, as well as 40-ounce twin packs for club chains,” Angell says.             

The Fremont Co., based in Fremont, Ohio, bills itself as “The Ketchup Experts” and also specializes in private label.

“Retailers that use Fremont produced private brand ketchup ask for and receive ketchup that has the same taste, color and other attributes as Heinz,” says Mike Hackbarth, vice president private brand and customer demand. “A Heinz emulation was chosen because it is the leading national brand by far.”

Retailers aggressively feature Heinz on key summer holidays, Hackbarth says, while promoting private label during the weeks leading up to them. “The most strategic retailers will also shield the aggressive Heinz price with a lower price on the same size private brand ketchup. Every unit of private brand ketchup purchased versus the featured brand will generate incremental profits,” he says.

After a study discovered that 1,000 pounds of Hellmann’s and Best Foods mayonnaise went “missing” annually, trapped inside their squeeze bottles, officials at Englewood Cliffs, N.J.-based Unilever developed a new squeeze bottle that has three improvements—a Precision Tip, Clean-Lock Cap and sleek, new design using proprietary technology to squeeze more mayonnaise out than ever before. It is available in three sizes and varieties.

Kraft Foods, based in Northfield, Ill., offers Meal Solution Modules that leverage recipe seasonality and recipe communication in-store for its Miracle Whip and Kraft Mayo, says Lindsey Walter, senior associate brand manager. “To increase sales retailers can utilize our open-top mods and/or place shippers and condiments near key summer carries, including potatoes, pasta, tuna and bread/buns,” she adds.

Goya Foods offers both a traditional mayonnaise and one with a hint of lime that is popular with Hispanic consumers, says Joe Perez, senior vice president of Goya Foods, based in Secaucus, N.J.

The mustard category is also heating up as summer approaches.

“We’ve been dabbling with a lot of Asian-inspired flavors,” says Biggi. “Up here in the Northwest we have a reputation for craft brews, so we are doing some craft beer mustards to take advantage of Seattle and Portland craft beers under both our Beaver and Inglehoffer brands.”

Woeber Mustard Manufacturing Co. has added more natural and organic items to its portfolio, including the Simply Supreme line, featuring six all-natural mustards, one made with a local craft beer, says Rick Schmidt, vice president, national sales, at the Springfield, Ohio-based company.

Another new product is an Organic Whole Grain Mustard. “Whole grain is popular again,” Schmidt says. “People like that crunch. We also took the first product we ever created back in 1905 that was called Superior Mustard and renamed it Superior Brown.”

Colman’s Mustard is playing off of its British roots that date back to 1814. It is available in a 3.53-ounce glass jar and 5.3-ounce squeeze bottle, as well as a powder in tins.

“With a zesty blend of high-quality brown and white mustard seeds grown and harvested locally around Norwich, Colman’s transcended to be much more than a condiment,” says Killeen Hasan, marketing manager, Colman’s Mustard of Norwich, based in Bloomfield, N.J.

French’s has several new items, including French’s Spicy Yellow with Cayenne, Sweet Yellow with Brown Sugar, Twangy Sweet Tangy BBQ Mustard and Franks RedHot Rajili Sweet Ginger Sauce.

“The face of America is changing, with 40% of the population Millennials who seek adventure and convenience,” says Miguel Gonzalez, vice president of food, French’s Food Co., Chester, N.J.     

Mustard promotions will be heavy this summer.

“Our focus for the summer season is showing consumers the endless possibilities for using Grey Poupon Dijon mustard to take their recipes from good to great,” says Orion Brown, brand manager, Grey Poupon, at Kraft Foods. New recipes will be featured on www.kraftrecipes.com and on merchandising vehicles. There will also be two national FSIs featuring recipes and a $1.00 coupon, Brown says.

Innovation has also hit the pickle/olive portion of the condiment aisle.

Mizkan Americas, based in Mt. Prospect, Ill., has introduced value-added jalapeno products under its Tres Hermanas brand. “We have Sweet & Hot, which is a huge trend because almost 50% of consumers have expressed interest in sweet and hot according to a Mintel study,” says Jennifer Tracy, senior marketing services manager. “We also have No Heat Peppers because some people have stomachs that can’t handle the heat. Later this year we are coming out with Tres Hermanas Spirited Peppers—sliced jalapenos in different brines, like vodka or rum, that can be used in cocktails, like martinis.”

Sclafani Foods, based in Norwalk, Conn., offers a full line of imported Italian olives, capers and other Italian specialties.

“We realize we cannot be everything to everybody and people will pay for something that is good,” says Luciano Sclafani, president of Sclafani Foods. “That has been the one constant for Sclafani—consistent quality and to be the best, not the biggest.” 

Sweetening up to sauerkraut

Sauerkraut is the one condiment more often sold in the canned vegetable aisle and refrigerated deli case than the condiment aisle.

One of the largest sauerkraut manufacturers is The Fremont Co., based in Fremont, Ohio, producer of the nationally distributed Frank’s Kraut and SnowFloss Kraut, sold primarily in Ohio, West Virginia and Western Pennsylvania.

According to company officials, sauerkraut is the “world’s first real superfood,” invented almost 2,000 years ago by rulers from the Ming Dynasty to feed workers building the Great Wall of China. Seventeenth Century sailors ate sauerkraut to fend off scurvy, and today health officials say sauerkraut is high in antioxidant cancer fighting compounds, fiber, vitamins, calcium and minerals and can even increase libido.

In addition to a hot dog topping, sauerkraut can be eaten as a side dish and used as an ingredient in everything from soup to chocolate cake.

“A few retailers give sauerkraut secondary placement in the condiment aisle, but it is primarily in the canned vegetable aisle,” says Chuck Merrill, vice president, brand sales at The Fremont Co. “Our preference would be to have a strong presence in both sections.”

To drive usage, The Fremont Co.  has established the www.SauerkrautRecipes.com website.