Strong sales during the grilling season: HOMANN introduces the new potato salad Zaziki and plans a high-reach on-pack promotion: Deutscher Pressestern

(Photo: Gayer/HOMANN) The brand aims to support retailers in boosting demand at the delicatessen aisle.

Lifestyle 26.02.2024

Grilling with HOMANN: Starting April 2024, the new variety of potato salad Zaziki will be available, combining two true classics in a delicious way.
Early May to late July 2024: High-reach on-pack promotion to support the range of 400-gram side salads.

(Osnabrück, February 2024) Spring is just around the corner, and with it comes the long-awaited grilling season – perfect for enjoyable outdoor gatherings with friends or family. A successful grilling experience demands not only tasty steaks, juicy fish, and vegan sausages but also flavorful side dishes. And there's a wide selection from HOMANN: Starting April 2024, the traditional company offers the new potato salad Zaziki, a highlight among its side salads, combining innovation with tradition. "During the grilling season, our range of side dishes usually experiences particularly high demand," explains Manja Behrens, Marketing Manager at HOMANN. "With our new variety of potato salad Zaziki, we're bringing together two classics in a delicious way. Consumers immediately know what to expect in terms of culinary delight with this combination, as Zaziki and potatoes simply go perfectly together." To strengthen the range of 400-gram side dishes, HOMANN plans a high-reach on-pack promotion with attractive prizes from early May to late July 2024. With this initiative, the company aims to boost demand at the deli counter.

Market leader in potato and pasta salads
In 2023, HOMANN's side salads saw a sales growth of 7.4%. Overall, around 16 million packs of potato and pasta salad from the traditional brand were sold last year. This makes the HOMANN brand the market leader in potato and pasta salads in the food retail sector. The "Boiled Potato Salad" (400 grams) takes the top spot among the top products, followed closely by the "Classic Potato Salad" (400 grams) in second place, and the "Fine Pasta Salad with Ham Sausage & Egg" (400 grams) in third place. The growth in 2023 underscores the leading role of the traditional company and makes HOMANN optimistic about this year's grilling season. It's no wonder that the brand continues to focus on innovative flavor experiences and expands its range with the new potato salad Zaziki, an attractive product. The new variety impresses with selected ingredients such as steamed potatoes from German cultivation areas, fresh cucumbers, creamy yogurt product, and authentic seasoning with garlic.

Big on-pack promotion – with high-reach marketing support
The planned on-pack promotion is themed "Summer, Sun & Salad!" and aims to appeal to all grill-loving consumers, bringing the joy of warm summer evenings home and offering every participant the chance to win high-quality prizes with their receipt. To participate in the competition, consumers must purchase one of the 400-gram side salads during the promotional period from early May to late July 2024 and upload the receipt on the promotional website: Every receipt wins. The main prize is a modern motorhome worth €100,000, as well as dream vacations or gourmet weekends. The promotion will be supported with high-reach marketing, both offline and online.

Further information is also available online at www.homann-salate.de available.

¹NielsenIQ Market Track, Side Salads, LEH+DM, Yr. 2023.