Australia Edition 5

THE MARKET

The Bottled Sauces category encompasses a vast

range of sauces from traditional varieties to Asian

sauces and marinades. Sauces have traditionally

been used to add extra flavour to mid-week meals,

family barbecues and entertaining occasions. With

an increasing number of consumers wanting to feel

“ownership” of their home-mademeals without the

time and effort that goes into preparing them from

scratch, the usage occasions for sauces are

becomingmore diverse than ever withmany home-

chefs using sauces as shortcuts in creating their

own signature dishes.

Consumers love their various sauces and use

them frequently (91% fortnightly & 70% 2-7

times per week

), and Fountain has ensured

that there’s a superior sauce offering to fit all

consumption and cooking occasions.

The category consists of three major

segments, namely Tomato, Barbecue and

Variety, and is growing at a moderate rate

every year. The traditional Tomato and

Barbecue segments have evolved to be

represented in a variety of packaging

formats. Fountain’s iconic glass bottle

is recognised by generations of

Australians and is still around today.

For those who favour plastic –

Fountain’s same legendary sauce is

also available in Squeezie bottles in

various sizes.

The majority of growth in the

Bottled Sauces category is driven by

Variety sauces, such as marinades,

chilli sauces and Asian-ingredient

sauces and Fountain’s continuous

dedication to product development

ensures that it is reaching out to the

disparate variety of tastes and ever changing

marketplace trends.

Fountain also has a presence in theTomato Paste

category with its convenient no-waste sachets in a

variety of flavours.

ACHIEVEMENTS

Fountain is one of Australia’s true heritage iconic

brands. The glass bottle with the traditional label is

what generations of Australians were brought up

to associate with the dinner table.With an enviable

reputation for providing quality sauces, Fountain

is also the branded market leader in its category,

with22.7%

volumeshareandover19.5million

bottles of Fountain sauce sold each year. In

2007, Fountain MAT sales grew by an

impressive +$2.8m

, which was the highest

branded value increase and $1.6m ahead of

the nearest competitor.

FountainTomato sauce is found inmore

kitchens, cupboards and fridges than any

other sauce brand

and Aussie

households consume an impressive 6.8

million

litres of FountainTomato sauce

each year. Australians love the rich,

thick & flavourful taste of Fountain

and their loyalty to the brand (33.2%

)

ismore than double that of the nearest

competitor (14.6%). This trust and

attachment to Fountain’s superior

quality and taste has been built up for

more than 100 years.

Whilst Fountain has recorded

strong sales results on its core ranges,

it has also continued to focus on

developing products targeting

growing market segments and has

achieved outstanding results with the launch

of a range of 600mL Squeezie sauces which sell

$10m

annually, are growing at +29.3%

and have

achieved a strong No 2 market share position.

HISTORY

The Fountain brand was first registered in 1906

and has recently celebrated its 100th birthday.

The Australian popularity for Fountain Tomato

sauce began in the 1950s and 1960s, with a radio

campaign played during horse racing bulletins

every Saturday afternoon.

In the 1960s, a range of additional Fountain

sauces was launched including Steak, Mustard and

Mint. Since that time, Fountain has been on a

continuous course of refining, developing and

expanding the product range available. It now has

16 different sauce flavours to ensure that Fountain’s

quality products are relevant to the needs of

today’s consumers.

In 2002, Fountain’s first Squeezie range was

launched. Fountain’s dedication to addressing the

needs of emerging markets was manifested in the

launch of Gluten Free Soy sauce in 2004, followed

by an expansion of the Squeezie range in 2005.

During this year Fountain also modernised the

brand’s logo and repackaged the range.

Today, Fountain is perceived as being a trusted,

well known and loved brand, with a strong product

quality reputation and arguably the best tasting

tomato sauce available in the marketplace.

THE PRODUCT

Consumers have enjoyed the great taste of

Fountain sauces for over 100 years and use them

to add great flavours toAustralia’s favourite meals

every day. The brand has thewidest flavour offering

on the market, with 36 SKUs spanning 13 major

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10/21/2007, 2:08 AM