Sarson’s Vinegar Unveils First New Product in 230 Years: ‘Dip & Drizzle



Read Time

4 min


10 July, 2024

Sarson’s Vinegar has unveiled its first new product for 230 years.

Yep. It’s been over two centuries since the beloved sauce brand has brought anything new to the market, instead relying on its trusty vinegar which remains a household name.

No plate of fish and chips is complete without it and it’s always the first brand of vinegar that comes to mind.

So after such a long time of relying on their hero product, what’s the deal behind their new sauce?

Titled ‘Dip & Drizzle’, this new condiment is a sticky, tangy vinegar that is mixed with a range of other flavours, such as bbq or garlic sauce.

This might sound odd, but it creates a unique tangy taste sensation – a key USP throughout this whole campaign.

Let’s take a closer look!
dip and drizzle sauce on red background

Attracting a younger audience

The idea behind diversifying the vinegar was to attract a younger consumer who typically enjoys a range of flavours and who is more likely to try something new (and different).

Younger consumers are more experimental with their sauces, often mixing different ones to create the right taste! Read this post about Heinz’s new ‘ultimate sauce’ which combines 14 different sauces in one bottle…

For now, back to Sarson’s.

Research has revealed that most modern consumers are swapping eating out for the ‘at home’ dining experience, something that is elevated by using the right sauces.

This is where Sarson’s ‘Dip & Drizzle’ product comes into play as the tangy flavour can transform any dish from a standard meal into something new and exciting.

According to Simon Forster, Robot Food Founder and Executive Creative Director:

Premium condiments and dressing play a big part in making these home-cooked meals more special.

As consumers enjoy a range of flavours, this versatile condiment is a must-have and has a unique offering compared to other sauces sitting on the shelf.
sarsons advertising on yellow background

Balancing a new look with brand history

Whilst trying to attract a younger audience, there is a need to maintain previous brand elements to achieve a sense of familiarity among consumers.

Appealing to a new audience is the goal, but brands can’t afford to alienate their existing audience in the process who might be confused by major changes to the brand identity that they know and love.

This works well as younger consumers are seemingly “more nostalgic than ever before” according to Forster so it’s allowed Sarson’s to achieve the right blend of old and new.

As a result, the brand identity is a combination of “modern foodiness” alongside Sarson’s heritage to achieve familiarity whilst still appealing to a new demographic.

In the words of Forster:

This was a balancing act as delivering the same old same wouldn’t cut through and the brand needed an identity that felt fresh, bold and exciting.

person squeezing dip and drizzle sauce
Sarson's advertising banner with 3 graphics

Delicious visuals

Any food product needs to be visually appealing and look appetising.

You’re trying to get people not only to buy this, but to eat this, so any product photography needs to look really, really good.

I think this is the area where Robot Food has excelled in the most as the photos are stunning.

I could literally grab the food straight off the screen, and even though I wasn’t sold on the idea of a vinegar-based sauce at first, the photos do enough to change my mind.

Using a combination of vivid colours really depict the rainbow of flavours and the tangy-ness of the sauce, making this a whopping success. Changing perceptions of colour codes and how they are associated with nourishment has allowed for this array of colours to be used, a point highlighted by Forster who noted “bright, bold colours are no longer synonymous with artificial”.

This meant they could experience colours that signified escapism and pleasure.

The supporting copy is equally as tang-fastic, using phrases such as:

  • Whip out the dip
  • Turn up the tang
  • Dish out the drizzle

Robot Food developed a guide for Sarson’s, outlining the movement and interaction of every asset, such as type setting and motion.

They even went into as much detail as describing the desired facial expressions of models after tasting the tang!

Hey I'm Tony, Founder and Director of Canny Creative. I eat, sleep and bleed Canny to be honest. I'm an absolute workaholic (and yes, I know that's not a good thing!).

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