Cut a dash

Making more of the growing number of condiments to add wow factors to meals out of home is on the rise. Sheila Eggleston reports on the trends.

Just look at the latest research on those little side of plate extras and the conclusion is the future is becoming very rosy for them. According to Snapshots' report entitled: Sauces, dressings and condiments in the UK to 2012, the market for these products in the UK increased by 5.1% year on year between 2002 and 2007 and is still growing.

It also states that the continued trend towards convenience food, higher demand for exotic cuisine, innovation in packaging such as 'top down' bottles and pizza takeaway operators offering dips to eat your pizza crust with, will continue to drive demand for them.

Retail analyst TNS adds that spicing up run of the mill food is gaining in popularity since hot pepper condiment sales rose 19% and fresh chilli sales were up 16%.

In response to these trends, last year McCormick (UK) launched its Hammonds hot chilli sauce. Commercial director James Millward says: "The rise in the popularity of high street concepts such as Nando's told us that consumers are becoming more adventurous and accustomed to more heat.

"We introduced hot chilli sauce to extend our range, include something a little more daring and compliment what we already had. This sauce has the right balance of heat and flavour and is great as an accompaniment and as an ingredient to spice up most recipes, and since its launch it's been really popular."

The idea of using condiments as ingredients isn't new but suppliers are coming up with more innovative ways to extend usage.

AAK Foodservice has introduced a range under the Season Valley brand to enhance meals and complement its Lion international kitchen range of premium sauces. Nine variants are available from tomato ketchup to a fiery chilli sauce to spice up wraps and kebabs.

"The best sauces are those that provide excellent quality, authentic flavours, the versatility to create a wide choice of dishes and offer operators value for money, while at the same time adding value to menus," explains foodservice marketing manager Rachel Neale.

"The versatility of the Lion range means sauces such as yogurt and mint, garlic mayo and blue cheese can be used as a dip, marinade or dressing, making them ideal for serving with chips and portions for dunking, for adding flavour while grilling or preparing meat and vegetables, and for dressing burgers," she adds.

With health still on the agenda for consumers, AAK has also recently increased the range with two healthier dressings – balsamic and herb vinaigrette, and the Lion house dressing consisting of white wine vinegar and French Dijon mustard.

For foodservice operators preferring to use non branded condiments front of house, AAK recommends containers such as ramekins and smart jars to offer their diners.

Heinz Foodservice however believes in brand power. It says it is backed by a recent report by research company Cambridge Direction that indicates caterers remain very loyal to its brand. In addition, eight of the top 10 sauces sold in the UK are made by Heinz, according to latest AC Nielsen figures [52w/e December 2010].

Brand manager Samantha D'Silva says these findings were a great insight into caterers' motivations behind buying brands in foodservice and, specifically, why it has to be Heinz.

"What it clearly shows is that on top of unique taste and appearance, there's a definite emotional connection with the brand, which caterers acknowledge is inherently important to their customers.

"Part of an informal eating market worth more than £40bn, the cost sector has to a certain extent a captive audience.

However consumers are more savvy and demanding when it comes to the eating out experience, and caterers have to be better equipped to tap into rising demand for better value, healthier eating, convenience, authenticity, local sourcing and added experience.

"Offering quality brands customers trust alongside appealing menus is part and parcel of this and a key message of 'It Has To Be Heinz'."

Its solution is to present its Heinz and HP table sauces in squeezy opaque bottles for a "stay full" appearance in a stylish, branded table top caddy.

The company also advocates using condiments as ingredients. "Thinking outside the bottle", it says, means a squirt of ketchup in an oriental dish or a dash of Lea & Perrins Worcestershire sauce in a traditional cottage pie to breathe life into meals out of home.

Atlantic Foods, suppliers of Atlantic, House of Lords and Oasis branded sauces and dressings, believes caterers should not underestimate the role of condiments as they allow consumers to personalise food and make it relevant to their own tastes.

Group marketing director Nigel Parkes says: "We'd recommend keeping a good mix of traditional and contemporary flavours.

"Hot and spicy flavours such as chilli and peri peri are growing in popularity but British 'comfort food' remains as popular as ever which is why a good balance is needed."

He adds that health considerations remain a key driver of consumer tastes and trends, and inevitably this impacts on the type of condiments selected by them, therefore it made sense to offer healthier alternatives such as low fat variants.

In times of austerity, Brakes is taking a back to basics approach to its branded condiment development, says group food and development innovation director Heidi Easby.

"We are currently conducting core product benchmarking in conjunction with Sheffield Hallam University to reaffirm that its core range is just as good as other leading brands in foodservice. "Brakes tomato ketchup was included in the first round of sensory testing and was 'significantly preferred' according to responses from 104 participants. The product performed well thanks to a firm consistency, palatable acidity levels and distinctive tomato flavour.

"As a staple to any menu, we are delighted with this result as customers can now make an informed decision about switching to Brakes' brand, which is less expensive than the leading brand."

Easby says that according to analyst Mintel in its bottled sauces report of November 2010, table sauces dominate the consumer market, accounting for a 53% share, while mayonnaise accounts for 21%. "The report also highlighted that flavour innovation has brought new customers to the sector, with brands extending into new areas to build on their existing equity. Foodservice is following a similar trend, with an increase on own brand flavour innovations in chutneys, relishes, pickles and sauces coming to market. These will be vital for margin busting in 2011.

"Condiments will be an economical way to brighten up dishes. Adding these as part of the meal rather than an accompaniment will fill plates and help reduce portion sizes of the most expensive ingredients. Making piccalilli a main element to a smaller slice of chicken and ham pie with a side salad and portion of potato salad for example will effectively fill the plate at a minimum cost to the caterer.

"Platters of food are proving to be a big hit, with modern street food, sharing platters, tapas and bar food ideal for 'on the go' consumers on a budget. Condiments always sit well with these meals.

"Brakes has recently developed a beetroot and horseradish chutney which is ideal for winter months. Using seasonal ingredients and matching with complimentary ingredients – brie works wonders with this chutney – provides restaurant appeal for all budgets."