BALTIMORE – McCormick & Co., Inc. intends to make a spicy sauce “seasoning of the next generation.”
Introducing analysts on February 23 at the Consumer Analyst Group’s virtual conference in New York, Lawrence E. Curzius, president and CEO of McCormick, said the company’s efforts to achieve that goal include “staying current and up to date with our consumers. ”
To this end, McCormick creates brand relevance and awareness of hot sauce through its brand marketing and e-commerce initiatives. The latest example includes a television commercial featuring Frank RedHot and former National Football League player Eli Manning, which aired during the NFL season. McCormick also promotes “mother’s taste” in his Cholula sauces.
Both RedHot Frank’s (acquired in August 2017) and Cholula (purchased in November 2020) are relatively new to McCormick’s portfolio, but their impact has been significant.
“The acquisition of Frank’s RedHot and Cholula brands and the organic growth we have achieved has allowed McCormick to become the number one spicy sauce company in the world,” Mr Curzius said. “Global growth in spicy sauces is projected to outpace the general condiment category. The younger generation is driving this growth and we plan to make a spicy sauce seasoning for the next generation. We have the fastest growing brands of spicy sauces, thanks to which Frank’s RedHot and Cholula are too indexing to the younger generation, and we continue to gain share in the American and international markets. Consumers want a richer and more affordable spicy sauce, and we have the perfect combination of taste and warmth with our products. ”
He added that with Frank’s RedHot and Cholula now part of McCormick delivering consumer demand for heat and acquiring new households with products in their entire portfolio for every level of heat consumers want.
“Over the past four years, we have doubled Frank’s family penetration and doubled the number of Cholula since he acquired it a year ago,” he said. “We’ve expanded into new formats and categories and continue to move forward with new innovations, including Frank’s Nashville Hot Wings sauce this year.”
Mr Curzius said more than 40% of McCormick’s new product sales in 2021 were acute and acute.
Spicy sauce “next generation spice”
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