Brand: Dan's Chip Shop
The brand name will lead into the variant title, so "Chip Shop" is also the product description (e.g. Chip Shop Tomato Ketchup).
Positioning in Market: A retail condiment brand offering great value, priced between own label and mainstream brands.
Range: Tomato Ketchup, Brown Sauce, Salad Cream and Barbecue Sauce.
Packaging: 1litre chip shop bottles (example and specification attached) with sticker label. We have chosen to keep the 1litre bottles as we feel that if labelled well they could be a real point of difference that would allow us to stand out on shelf.
Label format: Single label, meaning back of pack will be side of pack (can be on both sides, or one side of front of pack).
Target Audience: Hard working families, looking for value for money from their weekly shop, particularly during current hard times, but still prefer to buy branded. (Nearly 50% of condiment shoppers do not buy supermarket own label).
Look and feel: Traditional English value for money - importantly the look cannot refer to modern kebab shops, and their cheap image, instead we would like it to hark bark to old fashioned chip shops and pubs.
Back/side of pack info: As usual...ingredients, allergen and nutritional information, storage instructions, best before location, "1 litre", company name and address, and barcode. (All pretty standard and can follow once we progress).