Unilever gears up for major sauces relaunch

Unilever Food UK is gearing up for a major relaunch of two key sauces brands, Chicken Tonight and Ragu. It is understood that the company is planning to pour millions into the two ranges, which sit under the Knorr masterbrand.

The company is planning to reposition both brands to improve their performances against rival brands including Masterfoods-owned Dolmio.

Knorr Chicken Tonight is being relaunched into pouches to make it more convenient. It is understood there will be a variety of sizes, including single-serve, to make the range more attractive for people who are single.

It is also planning to introduce more modern variants such as vodka and chilli, to appeal to young professional consumers. Unilever is thought to be planning a significant advertising support package, which will include television.

Knorr Ragu, the Italian sauce brand, will also receive significant support, which will focus on its all-natural ingredients. The move aims to appeal to consumers looking for healthy but convenient food options that are free from artificial flavours, colours and preservatives.

It is also being relaunched into new packaging, a “curvy” glass bottle. The new bottle will allow consumers to re-seal the product and use it for another meal.

The changes to Ragu are thought to have been promoted by the brand’s failure to challenge Masterfoods-owned Dolmio, which is the market leader in the wet cooking sauces sector. Masterfoods is investing &£2m in TV and press advertising for the brand this year.