Heinz to launch HP Guinness Sauce
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Heinz has teamed up with Guinness to launch a new variant of HP Sauce for St Patrick’s Day.
The food manufacturer says the sauce will “blend the signature flavours of Guinness HP Sauce to create a distinct and unique sauce that will highlight the quality and strength of both brands”.
The launch will be supported with a digital PR campaign featuring former England rugby captain Phil Vickery. It will also be promoted in-store in both the sauce and beer aisles with sampling around St Patrick’s Day (17 March).
HP Guinness will also be available at selected rugby grounds throughout February and March to encourage trial and raise awareness.
HP Guinness is targeting male consumers in their twenties and thirties as well as existing HP consumers and women who enjoy cooking from scratch.
Heinz and Diageo previously teamed up in 2009 to launch a limited edition Heinz Taste of Home Steak and Guinness casserole soup,
According to Nielsen figures, the brown sauce category is currently worth £51m. HP Sauce is the number one brand, worth over £37.4m.
YouGov Insight:
Lunch
· There is a skew towards certain lunch foods in London, where pasta is particularly popular (44% often eat it), as is sushi (17%), demonstrating the capital’s role as a trendsetter (and reflecting the growing number of sushi chains there).
· Hot drinks are the most popular choice for weekday lunches. A third of respondents regularly drink tea (33%), while almost one in five drink instant coffee (19%).
· Very few people admit to drinking alcohol at lunchtime - just 12% do so occasionally. However, this is slightly higher in London (17%).
· One in five respondents (21%) says ’I resent the cost of buying lunch everyday’.
· Even though resentment over the cost of lunch is highest among those still in full-time education, those working full-time are the most likely to say ’I take food from home to eat at lunchtime in order to save money’ (46%).
· A significant proportion of students (35%) also bring pack their lunch so.
Click herefor more information on this YouGov market report
Readers' comments (6)
Linda | Tue, 1 Feb 2011 4:06 pm
Why oh why didn't they get an Irish rugby player to promote it??
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Anonymous | Tue, 1 Feb 2011 6:07 pm
Designed by Bulletproof!
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Anonymous | Tue, 1 Feb 2011 6:12 pm
Can't wait for the guinness sauce.. then wash it down perfectly with the real thing! Sure this will do well in pubs and bars and has novelty factor and create another reason to buy the brand.
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Anonymous | Tue, 8 Feb 2011 11:21 am
So, will students in secondary schools be able to have this sauce in the canteen? And will they be able to buy it in any stores?
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Ann Dinsdale | Wed, 18 May 2011 1:37 pm
I tried this sauce and love it!!! But I am very disappointed that I cannot find it on the supermarket shelf now. Is there anywhere that is still selling this wonderful product?
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Bob | Mon, 6 Jun 2011 12:23 pm
HP& Giuness, what a great combination, how about doing , HP and Tullamore Dew Whiskey, to compliment the other one.
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