Tube packaged squeezable directly applicable intense flavored concentrated sauces

In packaged goods, we expect The Law Of Unintended Consequences to lead to a painful result (the new flavor replaces a long-time steady seller on many store shelves). Much to the surprise of food marketers in Asia, a higher-margin, higher-frequency condiment segment sprang from a “green” campaign to reduce the footprint of products like sauces and salad dressings. Manufacturers introduced concentrated gel forms of traditional sauces and dressings in squeeze tubes alongside traditional water-based forms in glass jars. The smaller and lighter tubes deliver the same amount of active flavoring ingredients as the jars while saving on transportation costs, shelf space, and home storage. Initial sales were good, especially to younger consumers. The big surprise is that repeat sales rates are impressively better than those for the traditional products. Anecdotal evidence suggests that many young people squeeze the gel straight from the tube onto sandwiches, crackers, musubis, or whatever because they prefer the flavor intensity of the concentrated form. Although young American consumers have taken to extra-intense chip and dip flavors, concentrated gel forms of sauces and dressings haven’t (as far as we know) appeared in the U.S.A.