Shippam's invests in incentives for Gourmet spreads

Shippam’s is building on recent product innovation with a major new on-pack promotion for its Gourmet range of ambient sandwich fillings.

Shippam’s Gourmet is a collection of chunky deli-inspired fillings – launched last summer to rival the chilled alternative. Gourmet has grown the category, with 39% of Gourmet sales* new consumers to the product area.

The new on-pack promotion offers shoppers a free trial of the Gourmet range via a new website (www.shippams.co.uk/trymefree) where consumers can enter their details to redeem the price of their purchase.

It’s part of Shippam’s ongoing investment to attract new consumers to the ambient sandwich fillings category. It follows a major in-store sampling campaign for the Gourmet range, during which consumer feedback showed that the new fillings’ versatile, chunkier texture added something new and innovative to the category.

Neil Brownbill, marketing director for Shippam’s, said: “Whether it’s for sandwiches, crackers, jacket potatoes or salads, the new Gourmet range combines quality with the convenience and value of an ambient sandwich filling.

“Consumers have embraced this and the range is already helping to drive growth into the category – making Shippam’s the fastest growing ambient pastes and spreads brand** and putting us in the perfect position to drive further value into the market.

“By continuing to invest and encourage trial, we are confident that the quality of the product will lead to repeat purchase and strengthen the category.”

Shippam’s Gourmet sandwich fillings are available in 75g jars with an RRSP of £1.09. Five exciting new flavours include Coronation Chicken, Creamy Peppered Mackerel, Smoked Salmon & Cream Cheese, Chicken, Bacon & Stilton and Tuna & Black Pepper.

ENDS

*source: Nielsen Homescan data to w/e11.7.09
** source: Nielsen Scantrack data to w/e 26.12.09