Salad Cream Slump

Finally found some context to my argument for creating a new range of Salad Cream flavours from thegrocer.co.uk;

Premier Foods is squaring up to Heinz in the salad cream category with a Branston range. Branston Salad Cream with a Twist, rolling out next month in squeezy format, comes in Classic with a hint of Dijon mustard, a Garlic & Herbs variant and a Caramelised Onion flavour (rsp: £1.49). The threesome would do for the salad cream sector what Branston had "already done for the mayo and relish categories", said Scott Perry, marketing controller at Branston. "We are always looking for ways to liven up meals and categories and Salad Cream with a Twist will do just that." Premier Foods launched Branston Relish in 2005 and it now claims to have a 62% share of the £11m category, while Branston Mayo hit £2.9m in first year sales after launching in May 2009 [SymphonyIRI]. Salad cream sales were down 4.6% to £57m in the last year [SymphonyIRI]. Basically, I need to come up with a range and a marketing campaign that will blow the competition out of the water. I will base it on the feedback I get from the email I sent out earlier today as well as correlated evidence from reviews, forum chat and appropriate feedback from the email.