Sharwoods’ cooks up retailer competition for National Curry Week

Sharwood's range

Sharwood’s is marking National Curry Week this year (4 to 10 October) with the launch of an exclusive competition for the convenience channel.

Two lucky retailers will win over £50 worth of product each, with a store visit from brand owner Premier Foods to help re-merchandise the fixture and make the most of the ‘meal for tonight’ occasion.

To be in with a chance of winning, retailers must email their name, store name, address and number to sharwoodscomp@cirkle.com.

The competition runs until 29 October, with full details on Premier Foods’ dedicated convenience hub Grocery Partners, where top tips and information are also available to help retailers drive cooking sauce and accompaniment sales during National Curry Week, and beyond.

At a time when more people were cooking at home due to the pandemic, Sharwood’s attracted an additional 3.8m shoppers last year versus 2019, resulting in brand growth of 43% within the grocery channel.

Sharwood’s said this gave convenience retailers an opportunity to drive sales when stocking the recommended core range, which includes Sharwood’s Tikka Masala, Korma and Butter Chicken Sauces, Sharwood’s Mini Plain Naan and Sharwood’s Ready to Eat Plain Poppadoms.

The brand’s work with the winning retailers will also explore where these products can be built into ranges for stores of varying sizes, showcasing advice via Grocery Partners.

Courtney Lewis, Customer Director at Premier Foods, commented: “During the course of the pandemic, we have seen existing shoppers purchasing cooking sauces and accompaniments more often, alongside a large number of new consumers buying into them as well. This has played out significantly well within grocery for Sharwood’s, but we believe there is a sales opportunity here for convenience as well and we want to work collaboratively with retailers to showcase just that.”