New look for Fountain Sauce

Posted by AFN Staff Writers on 14th December 2016

Fountain has unveiled new packaging across its bottled sauce range sold in Australian supermarkets.


The new packaging includes updated imagery and on-pack product information. Fountain said it decided to change its packaging after consumer insight research found home cooks prefer products to have clear labelling.


The research also found they also want useful tips and suggestions to help them make decisions about which sauces to use.


The new coloured labels will now display key details such as whether a variant is gluten free or has no artificial colours and flavours.


Brand manager at Fountain, Gillian O’Brien, said although the packaging has changed, no recipes have been altered.


“In 2017, Fountain will launch a fully-integrated marketing campaign throughout Australia, across earned, owned and paid channels, including TV, outdoor, digital, social as well as PR,” O’Brien said about Fountain’s plans for the new year.


Fountain sauces are available now in Woolworths, Coles and independent grocers across Australia. The full range includes Hoi Sin, Hot Chilli, Mint, Satay, Soy, Soy & Honey, Spicy Red, Steak, Sweet Chilli, Thick Mint, Mild Mexican Chilli, Plum, Sweet & Sour, and Mustard, as well as its range of Tomato & BBQ sauces. Recommended retail prices start from AUD $2.69 for a 250ml sauce bottle.


Fountain Sauce was established in Australia in 1906 when a Sydney-based grocery wholesaler started making tomato sauce. The brand is now part of Cerebos which also owns Gravox, Toby’s Estate Coffee, SAXA, Foster Clark’s and Mocopan. Cerebos is owned by Japan’s Suntory Limited.



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