Saucy move for Jack Daniel’s

HJ Heinz has teamed up with Brown-Forman, makers of Jack Daniels, to produce a range of barbecue sauces with the famous Tennessee whiskey taste.

Jack Daniel’s Grilling Sauces will be available in three flavours – original barbecue, sizzling smokehouse blend and Tennessee hickory mesquite – and can be used as a marinade, basting sauce or dip.

All three sauces contain a blend of spices and Jack Daniel’s whiskey, although the end product is non-alcoholic due to the way the sauces are cooked when made.

“With household grilling on the rise and ready-made marinade use increasing, this is a perfect time to introduce our unique line of sauces,” says Brian Hansberry, US vice-president of marketing for Heinz.

“We believe this new line will transform the traditional barbecue sauce category and really add spice to backyard grilling.”

It is understood the sauces will be launched in the US later this month before being introduced to other markets. The partnership is the latest in a series of tie-ups between food manufacturers looking to boost sales in a mature, flat consumer market.

Last month, Heinz announced it was teaming up with Walkers to launch ketchup-flavoured crisps. And last year Britvic and Cadbury launched Crunchie Tango, an orange-flavoured chocolate bar.

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