In December 2024, National Foods, known for their spices, recipe mixes, pickles, sauces, condiments and jams, introduced Drizz’l, a new range of sauces.

Despite the strong presence in the market of both local and international sauce brands, National Foods’ decision to launch Drizz’l was based on the fact that consumers are increasingly opting for new, non-traditional sauces, such as BBQ, Sriracha and Peri Peri. Before the launch, extensive research was conducted by Firefly Analytica to assess market size and demand. The conclusion showed definite potential for a new local sauce brand, especially given that popular international sauce brands have become expensive.

Subia Faruqi, Market Manager, Post Prep, National Foods, cites another reason for launching Drizz’l. “When we reviewed our brand health tracker, we realised that although we are among the most loved brands in Pakistan, we are not viewed as the most innovative and this led us to Drizz’l.” Product testing involved top-tier consumer sampling, and here too National Foods partnered with Firefly Analytica as well as Keys Production, an activation agency, to organise a blind tasting event.

National Foods categorises consumers into three segments based on socio-economic classifications and lifestyles: masses, mainstream and premium. Masses seek affordable options, mainstream consumers look for value for money and the premium segment prioritises superior taste. The target audience for Drizz’l belongs to the premium and mid-mainstream categories. “Our target market primarily consists of young, experimental top-tier consumers looking for alternative options – essentially Gen Z,” explains Faruqi.

The packaging was designed by UK-based Taxi Studio. According to the brand team, although the packaging says National Foods (to leverage the company’s brand loyalty), the idea was for the packaging to stand out in a cluttered environment from other National Foods products as a premium brand attractive to young people. The Pakistan-based Ministry of Design handled the logo design.

Abdul Qadir Dada, Brand Specialist Sauces, National Foods, says that “the decision to name the brand ‘Drizz’l’ was to reinforce the fact that the sauces are not just dips; they can also be used as actual sauces or used in marinades. We also wanted a name that would resonate with young people.”

To connect with consumers, Drizz’l secured its presence at food festivals, such as Soul Fest and other events that have a high footfall. The company aims for at least a million people sampling Drizz’l this year at different events and retail outlets. Collaborations with dining venues are also in the pipeline, as well as providing free samples to cloud kitchens (online restaurants that only provide takeaway/delivery services), such as Mungwao and Do Me A Flavour.

Drizz’l is currently available across major cities, including Islamabad, Karachi and Lahore, and plans are underway to expand the distribution to second-tier cities in the coming months. The priority at this point is to ensure that the product is available in modern trade outlets and smaller stores where consumer demand is high. National Foods plans to deploy brand ambassadors, conduct in-store promotions and offer product trials at stores.

Given that Drizz’l was launched two months ago, it is too early to assess results. However, given the presence of local competitors, such as Dippit and Shangrila, and international brands such as American Garden, Perfecto and Razmin, the primary focus is not to capture market share but rather to build the brand and create awareness countrywide through product trials.

An ad campaign conceived by IAL Saatchi & Saatchi and featuring the tagline ‘Not Your Basic Sauce!’ was rolled out to introduce Drizz’l. Media placement focused on digital and OOH. However, an integrated 360-degree campaign is in the pipeline to boost visibility and drive sales and is set for release once the products are available in more cities and towns.

Faruqi is optimistic about the brand’s success. She says, “The market is far from saturated; it is the shelf space that is crowded and limited. Once Drizz’l finds its place in stores, the taste will speak for itself.”