YR launches new Relish range

Celebrity chef Marcus O’Laoire launched the new gourmet range of YR Relishes

Celebrity chef Marcus O’Laoire was on hand to launch the new range


Brand Central

20 July 2021

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YR is set to liven up the relish market with a totally new gourmet range, as well as a saucy makeover for its original YR Sauce recipe and iconic packaging design.

Celebrity chef, party maker and sandwich king of The Sambo Ambo fame, Marcus O’Laoire, launched the delicious new relish range at an event in Dinetown in The Iveagh Market in Dublin this month.

YR Sauce is renowned for its sweet blended date recipe and exotic spices that have delighted generations of Irish families for years, both as a tasty condiment for hot and cold meals and a flavoursome cooking ingredient.

Now the popular Irish brand has brought the YR taste experience to a whole new level with the launch of three delicious new relish flavours. YR Original Tomato Relish, YR Balsamic Red Onion Relish and YR Habanero Spicy Relish will be available instore this month, and via wholesale and cash & carry channels, in a handy 390g jar format.

YR is also a proud member of Love Irish Foods, supporting Irish brands and the Irish economy.

The relish category is valued at €6.4 million annually in Ireland and, while up to 30 separate brands are active in this growing space, YR is now investing substantially to grow its market-share and position as a top Irish brand in the category.

A robust consumer marketing plan including national advertising, a social media campaign, brand ambassadors, consumer recipes, food festivals and instore sampling is in place for a late summer and autumn launch, to build awareness and engagement with consumers around the innovative new YR relish range.

Strong marketing investment and a premium new product offering will drive growth in the relish category, according to Sean McNaughten, managing director of Primeline Sales and Marketing, which owns and distributes the iconic YR brand.

“Retailers will enjoy strong sales potential, thanks to proactive consumer marketing that is designed to grow the existing loyal customer base that this much-loved Irish brand leader has established over generations”, he said.”

As with the new relish range, Original YR Sauce now boasts a completely gluten-free recipe and is vegan and vegetarian friendly too, so it meets contemporary dietary requirements, while maintaining its high-quality standards and premium ingredients.

For more information on this exciting new product launch, contact a local Primeline sales rep, or reach the company on +353 (01) 835 3000.



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