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THE MARKET
The Gravy and SauceMixmarket consist of a wide
range of easy to prepare and ready made gravies
and sauces. These can be prepared on the stovetop,
made instantly by just adding boilingwater or even
easier with the ready to serve ranges of
microwaveable gravy. Gravox® is the dominant
brand and market leader in the Gravies and Sauces
category with 59% value share
1
.
The category is separated into several segments
including box powders, dry mix sachets, canister
and microwaveable ready to serve liquid gravies
and sauces. Gravox has a wide range of products
on offer in all segments including two gluten free
variants –RoastMeat andTraditional in the canister
range.
Australian retail sales of the Gravy and Sauce
category are currently $89 million. Australians
consume approximately 7million tonnes of gravies
and sauces over the course of a year.
The Australian Gravy and Sauce segment
continues to grow at around 11% per year;
the Liquid Gravy Segment is predominantly
driving this growth. Over the last two years
the segment has had three new entrants
propelling the growth to82%andhas recently
overtaken themost established segment, box
powder, in value.
Currently 65%
2
of households use gravies
and sauces and these are purchased on
average once every 8 weeks.
Gravox has also had a presence in the
stocks market since 2003. It first launched
Gravox concentrated liquid stocks in 2002
with a range of flavours. Thesewere replaced
in 2005 with a range of Liquid Stocks in
Chicken, Beef and Vegetable variants.
Currently the Liquid Stocksmarket is valued
at $48M and Gravox has 7% value share.
ACHIEVEMENTS
Gravox is an iconic Australian brand. Australia’s
top ten products in the gravy and sauce category
are represented by Gravox brands. Gravox is
currently the number 1 brand nationally across all
segments andGravox sales are approximately$52M
per year and growing at 13%. In the total Gravies
and Sauces segment there are several major
competitors but the 2
nd
largest brand is still only
11% of the total segment.
Over the last 90 years the Gravox brand has
consistently offered quality products to generations
ofAustralians and the recent newproduct launches
have ensured Gravox continues to be relevant to
today’s families.
HISTORY
Gravoxwas first registered inAustralia in 1917. The
famous brandwas derived from the combination of
the words Gravy and Oxo to become Gravox.
However, the brand did not become established
until World War II when Bisto was in short supply
due to import restrictions. In 1953 Cerebos Foods
Australia acquired theGravox brand fromKlembro
Pty Ltd. The original Gravox gravy powder was
manufactured from flour to which was added a
selected blend of colour, flavourings and spices.
The powder was prepared by mixing with water,
stock or meat juices, creating tasty gravy.
In 1968, Rank Hovis McDougall, a British
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