The Crucial Sauce Company, a Birmingham-based manufacturer, has teamed up with SOS Wholesale as its exclusive sales & distribution partner to introduce four ‘hero’ lines from its new 500ml range to the cash & carry market.

The brand was conceived in 2001 for foodservice and has gone from strength to strength. It was acquired by SHS Group in 2013.

This year, the company received a BRC AA grade, bringing further recognition to the brand, and the company is hoping that entry into the wholesale channel will generate increased awareness.

“We are really excited that Crucials has invested to create this new range for cash & carry,” comments Malcolm Grantham, business development manager at SOS Wholesale.

The launch range consists of four variants – Garlic Mayo, Yogurt & Mint, BBQ and Chilli & Garlic – in 500ml bottles. These are price-marked at £1.29 and come in cases of six.

“SOS will sell in excess of six million 500ml bottles this year and it is brilliant that independents will now also be able to enjoy the positive impact Crucials will make on their sauce category sales,” continues Grantham. “We launch our trade media strategy with a distinctive ‘6 Pack’ campaign in Cash & Carry Management magazine, which we hope will create good awareness and trade interest.”