Sharwood’s spices up National Curry Week with convenience competition

Sharwood’s is marking National Curry Week this year (4-10 October) with the launch of an exclusive competition for the convenience channel, set to get product in retailers’ hands and highlight the quality the brand has to offer. Two retailers will have the opportunity to win over £50 worth of product each, with a store visit from brand owner Premier Foods to help re-merchandise the fixture and make the most of the "meal for tonight" occasion.

At a time when more people were cooking at home due to the pandemic, Sharwood’s attracted an additional 3.8m shoppers last year versus 2019. This has resulted in brand growth of 43 per cent within grocery, and offers convenience retailers an opportunity to drive sales when stocking the recommended core range. This includes Sharwood’s Tikka Masala, Korma and Butter Chicken Sauces, Sharwood’s Mini Plain Naan and Sharwood’s Ready to Eat Plain Poppadoms.

“During the course of the pandemic, we have seen existing shoppers purchasing cooking sauces and accompaniments more often, alongside a large number of new consumers buying into them as well," said Courtney Lewis, Customer Director at Premier Foods. "This has played out significantly well within grocery for Sharwood’s, but we believe there is a sales opportunity here for convenience as well and we want to work collaboratively with retailers to showcase just that. The evening meal occasion is growing, and Sharwood’s sauces and accompaniments can help contribute towards offering a complete meal solution for busy shoppers.”

The brand’s work with the winning retailers will also explore where these products can be built into ranges for stores of varying sizes, showcasing advice via Premier Foods’ dedicated convenience hub Grocery Partners (www.grocerypartners.co.uk).

The Sharwood’s competition runs from 4–29^t October, with full details at www.grocerypartners.co.uk, where top tips and information are also available to help retailers drive cooking sauce and accompaniment sales during National Curry Week, and beyond. To be in with a chance of winning, retailers must email their name, store name, address and number to Sharwoodscomp@cirkle.com.