Santa Maria Reinvigorates Herbs & Spices Category with Extra Fine Selection

Santa Maria Herbs & Spices relaunches its Extra Fine Selection into Tesco stores nationwide in the UK, from early May incorporating new blends from world cuisines: Moroccan Ras El Hanout, Peruvian Chilli & Lime, Jamaican Jerk and Japanese Teriyaki.

One year after Santa Maria’s launch of its Extra Fine Selection grinders, Unique Blends and Chillies & Pepper ranges into Tesco stores, the Santa Maria Extra Fine Selection will be rebranded to incorporate the blends and grinders and is set to reinvigorate the category. The launch will be supported by in-store, POS, digital and PR.

A new BBQ & Grill Mesquite grinder, the first of this seasoning variety in the UK, will also be added to the existing range of Extra Fine Selection grinders. This unique blend includes mesquite-smoked chipotle and adds a rounded, smokey flavour to grilled dishes.

The Extra Fine Selection grinders provide freshly ground spices, with an innovative cap to measure out the amount of seasoning being added to cooking. The full range includes: Tellicherry Black Pepper, Chilli Explosion, Rock Salt, Pure Garlic Seasoning, Lime Pepper, Thai Wok Seasoning, Roasted Garlic & Pepper, Seafood & Fish Seasoning, Chicken & Steak Seasoning.

Santa Maria’s UK Marketing Manager, Bhavika Thakrar commented: “Santa Maria’s Extra Fine Selection range offers high-quality, far-ranging pure spices and exciting blends to inspire novice and scratch cooks alike. Our packaging redesign will reflect the range’s premium positioning in the category, while providing consumers with better guidance on how to use explore the range and serving suggestions.”

In just over a year, Santa Maria has quickly become the seventh highest ranked brand in the herbs and spices category ahead of well-known brands including as Oxo, Lo Salt, Nandos and Jamie Oliver. Santa Maria Herbs & Spices has now reached in excess of £2.3m in retail sales since it launched in the UK in 2014 .

Discovery Foods was rebranded under the name of Santa Maria in 2014. It is owned by Finnish parent company, the Paulig Group, which is a long-term a market leader in the Nordic region and active in over 22 markets across Europe.

  Food, Paulig Group, Product Launch, Santa Maria Herbs & Spices, Tesco, UK