World of Zing has launched its first range of hot sauces in a bid to shake up the condiment category.
The five-strong range will also be the first products to feature the brand’s new-look packaging which will be rolled out across its entire portfolio.
As one of the biggest traders of rare chillies in the UK, the company says that the hot sauce range was a natural progression for the brand.
Focusing on flavour rather than outright heat, the range comprises: Naga Chilli Piri Piri Ketchup; Pasilla & Chipotle Chilli BBQ Sauce; Pineapple & Habenero Chilli Table Sauce; Jalapeno, Apple & Cucumber Table Sauce; and a Five-Chilli Oil.
The packaging, designed by Springetts, aims to maximize visual impact by using bright, ingredient-specific colour waves, and continues to celebrate the roots of the brand through its ‘Born in London, 2014’ tagline. It also includes ‘Flavour Beyond Ordinary’ positioning to reflect how the sauces turn the ordinary into the extraordinary.
“At World of Zing our ethos is that everything can taste better and we want to give consumers the tools to take their dishes to the next level in flavour, whether that’s with a sprinkle of speciality salt or through a slap of the tastiest hot sauce on the market,” says brand founder Pritesh Mody. “Coming from the third generation of a family of spice merchants, I’m particularly proud to be adding a hot sauce range to our portfolio. With some truly exciting ingredient combinations and striking on-shelf impact, we are confident that these sauces will add some serious Zing to the sauces and condiments category.”
Kevin Daly, design director, Springetts, says of the redesign: “We wanted the design to capture the excitement and involvement of adding flavour to food and drink. A slap of sauce, a scatter of spice and a mix of spirit. Working with Pritesh and the team we created a brand essence ‘Flavour Beyond Ordinary’ so the packaging had to live up to this.”
