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Table Sauces and Seasonings - UK - December 2011

“The revival of interest in scratch cooking has particularly benefited the table sauces and seasonings market, with attitudes towards the sector centred round cooking habits. Flavour enhancement, customisation of dishes and using table sauces in a variety of ways are of great importance to table sauces users.”

– Amy Lloyd, Food and Drink Analyst

Some questions answered in this report include:

  • What is the impact of the health agenda?
  • What will be the effect of new players on the competitive landscape?
  • What opportunities does the scratch cooking trend offer?
  • How can the market drive usage among the less engaged?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Table sauces and seasonings market size and forecast, 2006-16
            • 2011 sees the market stabilising
              • The future
                • Market factors
                  • Penetration remains high
                    • A growing need to engage the younger population
                      • Fragile consumer confidence to dampen demand for discretionary goods
                        • Companies, brands and innovation
                          • Figure 2: Estimated brands’ shares in the table sauces market, 2010
                        • Heinz continues to dominate the market
                          • NPD continues to drive the market
                            • Unilever ramps up ad investment
                              • The consumer
                                • High penetration in the table sauces market
                                  • Figure 3: Table sauces used/kept in regular supply, August 2011
                                • Seasonings also attract wide interest
                                  • Figure 4: Types of seasonings purchased, August 2011
                                • Usage trends drive attitudes towards table sauces...
                                  • Figure 5: Agreement with statements on using table sauces, August 2011
                                • ...seasonings users rate the ability to enhance the flavour of food
                                  • Figure 6: Agreement with statements on purchasing seasonings, August 2011
                                • What we think
                                • Issues in the Market

                                    • What is the impact of the health agenda?
                                      • What will be the effect of new players on the competitive landscape?
                                        • What opportunities does the scratch cooking trend offer?
                                          • How can the market drive usage among the less engaged?
                                          • Future Opportunities

                                              • Sense of the Intense
                                                • Guiding Choice
                                                • Internal Market Environment

                                                  • Key points
                                                    • Penetration of core sauces remains high
                                                      • Figure 7: Frequency of use of tomato ketchup, mayonnaise and brown sauce, 2010 and 2011
                                                    • Revival of interest in cooking bodes well for the sector
                                                      • Figure 8: Agreement with statements on cooking habits, 2007-11
                                                    • Willingness to experiment on flavour
                                                      • Figure 9: Agreement with statements on eating habits, 2007-11
                                                    • Health remains important, but so too does taste
                                                      • Figure 10: High salt/sodium content, 2007-11
                                                    • Ethical claims are well suited to the seasonings market
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Consumer incomes remain squeezed...
                                                          • Figure 11: Year-on-year % change in average weekly earnings compared to inflation in the UK, January 2008-August 2011
                                                        • …and confidence remains fragile
                                                          • Figure 12: UK economic growth and consumer confidence, Q1 2004-Q1 2011
                                                        • Demographic changes
                                                          • Rise in over-55s will aid growth in the sector
                                                            • Figure 13: Forecast adult population trends, by age, 2006-11 and 2011-16
                                                          • One-person households pose a challenge
                                                            • Figure 14: Change in UK households, by size, 2006-11 and 2011-16
                                                          • Growth in the number of ABs will aid premiumisation
                                                          • Competitive Context

                                                            • Key points
                                                              • A competitive set of meal options
                                                                • Figure 15: UK retail value sales of foods competing with table sauces and seasonings, 2007-11
                                                              • Moving beyond the evening meal occasion
                                                                • Recreating the restaurant experience could appeal to those cutting back on eating out
                                                                  • Figure 16: Items and activities extra money is spent on, October 2011
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • New products account for almost two fifths of launches
                                                                        • Figure 17: Product launches within the UK table sauces and seasonings, by launch type, 2008-11
                                                                      • Format innovation helps to create standout on-shelf
                                                                        • Figure 18: New product developments in the UK table sauces and seasonings market, by packaging material, 2008-11
                                                                      • Label redesigns look to modernise heritage brands
                                                                        • Flavour innovation proves inspirational for smaller players…
                                                                          • …and restaurant brands...
                                                                            • …and larger companies
                                                                              • Healthier varieties
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Market to see 14% growth by 2016
                                                                                    • Figure 19: UK retail sales of table sauces and seasonings, by value, 2006-16
                                                                                    • Figure 20: Sales and forecast of the UK table sauces and seasonings market, by value, 2006-16
                                                                                  • Segmentation
                                                                                    • Table sauces
                                                                                      • Figure 21: Sales and forecast of the UK table sauces market, by value, 2006-16
                                                                                    • Seasonings
                                                                                      • Figure 22: Sales and forecast of the UK seasonings market, by value, 2006-16
                                                                                    • Methodology
                                                                                    • Segment Performance – Table Sauces

                                                                                      • Key points
                                                                                        • Ketchup and mayonnaise dominate the market
                                                                                          • Figure 23: UK retail sales of table sauces, by segment, by value, 2010 and 2011
                                                                                          • Figure 24: UK retail sales of table sauces, by value, 2006-16
                                                                                        • Ketchup accounts for lion’s share of table sauces
                                                                                          • Figure 25: UK retail sales of thick/thin sauces, by type, by value, 2010 and 2011
                                                                                        • Salad accompaniments see strong growth
                                                                                          • Figure 26: UK retail sales of salad accompaniments, by type, by value, 2010 and 2011
                                                                                        • Dish-specific sauces, mustard and vinegar benefit from appealing to discerning consumers
                                                                                          • Figure 27: UK retail sales of dish-specific sauces, by type, by value, 2010 and 2011
                                                                                        • Mustard benefits from premium positioning
                                                                                          • Figure 28: UK retail sales of mustard, by type, by value, 2010 and 2011
                                                                                        • Vinegar sees a slight decline in sales
                                                                                          • Figure 29: UK retail sales of vinegar, by type, by value, 2010 and 2011
                                                                                      • Segment Performance – Seasonings

                                                                                        • Key points
                                                                                          • Price inflation driving the market
                                                                                            • Figure 30: UK retail sales of seasonings, by value, 2006-11
                                                                                          • Fresh herbs drive value growth
                                                                                            • Figure 31: UK retail value sales of dried, fresh and frozen herbs, spices and seasonings, 2010 and 2011
                                                                                          • Salt and pepper
                                                                                            • Salt sales remain stable despite consumers cutting back
                                                                                              • Figure 32: UK retail value sales of salt, 2010 and 2011
                                                                                            • Pepper benefits from high penetration
                                                                                              • Figure 33: UK retail value sales of pepper, 2010 and 2011
                                                                                            • Curry pastes/powders should push convenient positioning
                                                                                              • Figure 34: UK retail value sales of curry powder/paste, 2010 and 2011
                                                                                          • Market Share – Table Sauces

                                                                                            • Key points
                                                                                              • Table Sauces
                                                                                                • Figure 35: UK retail brand shares of top ten table sauces, by value, 2009 and 2010
                                                                                            • Market Share – Seasonings

                                                                                              • Key points
                                                                                                • Schwartz remains dominant in spice category
                                                                                                  • Figure 36: UK retail value sales of dried herbs, spices and seasonings, by brand, 2010 and 2011
                                                                                                • Saxa holds its own for salt
                                                                                                  • Figure 37: UK retail value sales of salt, by brand, 2010 and 2011
                                                                                                • Own-label dominates pepper segment
                                                                                                  • Figure 38: UK retail value sales of ground pepper, by brand, 2010 and 2011
                                                                                              • Companies and Products

                                                                                                • Major profiles
                                                                                                  • Heinz
                                                                                                    • Premier Foods
                                                                                                      • Unilever
                                                                                                        • RH Amar
                                                                                                          • G Costa
                                                                                                            • McCormick & Company Ltd
                                                                                                              • Bart Spices
                                                                                                                • Other players
                                                                                                                  • Greencore
                                                                                                                    • The English Provender Company
                                                                                                                      • Kikkoman
                                                                                                                        • Grace Foods
                                                                                                                          • F Duerr and Sons (Ocean Spray)
                                                                                                                          • Brand Research

                                                                                                                            • Brand map
                                                                                                                                • Figure 39: Attitudes towards and usage of table sauce brands, October 2011
                                                                                                                              • Correspondence analysis
                                                                                                                                • Brand attitudes
                                                                                                                                  • Figure 40: Attitudes, by table sauce brand, October 2011
                                                                                                                                • Brand personality
                                                                                                                                  • Figure 41: Table sauces brand personality – macro image, October 2011
                                                                                                                                  • Figure 42: Table sauces brand personality – micro image, October 2011
                                                                                                                                • Brand experience
                                                                                                                                  • Figure 43: Table sauces brand usage, October 2011
                                                                                                                                  • Figure 44: Satisfaction with various table sauce brands, October 2011
                                                                                                                                  • Figure 45: Consideration of table sauce brands, October 2011
                                                                                                                                  • Figure 46: Consumer perceptions of current table sauces brand performance, October 2011
                                                                                                                                  • Figure 47: Table sauce brand recommendation – Net Promoter Score, October 2011
                                                                                                                                • Brand index
                                                                                                                                  • Figure 48: Table sauces brand index, October 2011
                                                                                                                                  • Figure 49: Table sauces brand index vs. recommendation, October 2011
                                                                                                                                • Target group analysis
                                                                                                                                  • Figure 50: Target groups, October 2011
                                                                                                                                  • Figure 51: Table sauce brand usage, by target groups, October 2011
                                                                                                                                • Group One – Conformists
                                                                                                                                  • Group Two – Simply the Best
                                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                                        • Group Five – Individualists
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Increase in advertising spend in 2010
                                                                                                                                              • Figure 52: Main monitored advertising media spend on table sauces and seasonings, 2008-11
                                                                                                                                            • Unilever dominates expenditure...
                                                                                                                                              • Figure 53: Top ten highest-spending advertisers in the table sauces and seasonings market, 2008-11
                                                                                                                                            • …due to the huge investment in Hellmann’s
                                                                                                                                              • Figure 54: Top five highest-spending brands in the table sauces and seasonings market, 2010
                                                                                                                                          • Channels to Market

                                                                                                                                            • Key points
                                                                                                                                              • Supermarkets dominate
                                                                                                                                                • Figure 55: Top ten UK food retailers’ market shares as share of all food retail specialists’ sales, 2009 and 2010
                                                                                                                                              • Brand choice is broadening
                                                                                                                                              • Consumer Usage – Table Sauces

                                                                                                                                                • Key points
                                                                                                                                                  • Penetration reaches almost 100%
                                                                                                                                                      • Figure 56: Table sauces used/kept in regular supply, August 2011
                                                                                                                                                    • Traditional/dish-specific appeal to older consumers, spicier to younger
                                                                                                                                                      • Figure 57: Selected table sauces used/kept in regular supply, by age, August 2011
                                                                                                                                                      • Figure 58: Selected table sauces used/kept in regular supply, by age, August 2011
                                                                                                                                                    • Appealing to a more discerning consumer
                                                                                                                                                      • Figure 59: Selected table sauces used/kept in regular supply, by socio-economic group, August 2011
                                                                                                                                                    • The majority of consumers use six or more sauces
                                                                                                                                                      • Figure 60: Repertoire of table sauces used/kept in regular supply, August 2011
                                                                                                                                                  • Consumer Attitudes Towards Table Sauces

                                                                                                                                                    • Key points
                                                                                                                                                      • Flavour enhancement, customisation and variation of great import to consumers
                                                                                                                                                          • Figure 61: Agreement with statements on using table sauces, August 2011
                                                                                                                                                          • Figure 62: Index of agreement with statements on using table sauces, by type of sauce used or kept in regular supply, August 2011
                                                                                                                                                        • Adventurous on flavour, less so on brand
                                                                                                                                                          • Almost two fifths like to experiment
                                                                                                                                                              • Figure 63: Agreement with statements on using table sauces, by age, August 2011
                                                                                                                                                            • Brand loyalty at less than a third, although trading down is limited
                                                                                                                                                                • Figure 64: Agreement with statements on using table sauces, by age, August 2011
                                                                                                                                                              • Healthier variants appeal to women and the over-55s
                                                                                                                                                                • Figure 65: Index of agreement with statement ‘I buy healthier varieties (eg low salt)’, by gender, age, socio-economic group and annual household income, August 2011
                                                                                                                                                              • Formats look to aid convenience
                                                                                                                                                              • Targeting Opportunities – Table Sauces

                                                                                                                                                                • Key points
                                                                                                                                                                  • Figure 66: Target groups based on attitudes towards table sauces, August 2011
                                                                                                                                                                • Average Joes
                                                                                                                                                                  • Adventurers
                                                                                                                                                                    • Reducers
                                                                                                                                                                      • Disengaged
                                                                                                                                                                      • Consumer Usage – Seasonings

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Penetration reaches over 90%
                                                                                                                                                                              • Figure 67: Types of seasonings bought, August 2011
                                                                                                                                                                            • Fresh variants appeal to more affluent consumers
                                                                                                                                                                              • Figure 68: Index of seasonings purchasing habits, by socio-economic group and annual household income, August 2011
                                                                                                                                                                            • Over a quarter of consumers grow their own herbs
                                                                                                                                                                              • Format innovation drives usage of pastes and frozen
                                                                                                                                                                                • Women are more engaged buyers of the category
                                                                                                                                                                                  • Figure 69: Types of seasonings purchased, by gender, August 2011
                                                                                                                                                                                • The majority of consumers use more than five types of seasonings
                                                                                                                                                                                    • Figure 70: Repertoire of seasonings purchased, August 2011
                                                                                                                                                                                • Consumer Attitudes Towards Seasonings

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Cooking habits influence consumers’ seasonings usage
                                                                                                                                                                                        • Figure 71: Agreement with statements on using seasonings, August 2011
                                                                                                                                                                                      • Appealing to amateur chefs to drive engagement
                                                                                                                                                                                          • Figure 72: Agreement with statement ‘I tend to use seasonings for specific recipes (eg Thai curry)’, by select seasonings used, August 2011
                                                                                                                                                                                          • Figure 73: Agreement with statements on using seasonings, by age, August 2011
                                                                                                                                                                                        • More than two fifths are brand-loyal
                                                                                                                                                                                            • Figure 74: Agreement with statements on using seasonings, by supermarket used, August 2011
                                                                                                                                                                                          • Fresh perceived to be best, although convenience plays a part
                                                                                                                                                                                            • Positioning seasonings as a healthier alternative to salt
                                                                                                                                                                                              • Figure 75: Agreement with statements on using seasonings, by presence of own children and household size, August 2011
                                                                                                                                                                                          • Targeting Opportunities – Seasonings

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Figure 76: Target groups based on attitudes towards seasonings, August 2011
                                                                                                                                                                                            • Fresh is Best
                                                                                                                                                                                              • Budget Cooks
                                                                                                                                                                                                • Format Driven
                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                    • Figure 77: Agreement with statements on cooking habits, by demographics, 2011
                                                                                                                                                                                                    • Figure 78: Agreement with statements on health, 2007-11
                                                                                                                                                                                                    • Figure 79: Food-related issues seen as important, January 2011
                                                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                                                    • Figure 80: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                                                                                                                                                                                    • Figure 81: Agreement with statements on shopping habits, 2007-11
                                                                                                                                                                                                    • Figure 82: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                    • Figure 83: Best- and worst-case forecasts for table sauces and seasonings, by value, 2011-16
                                                                                                                                                                                                    • Figure 84: Best- and worst-case forecasts for table sauces, by value, 2011-16
                                                                                                                                                                                                    • Figure 85: Best- and worst-case forecasts for seasonings, by value, 2011-16
                                                                                                                                                                                                • Appendix – Segment Performance – Table Sauces

                                                                                                                                                                                                    • Figure 86: UK retail sales of table sauces, by value, 2006-16
                                                                                                                                                                                                • Appendix – Segment Performance – Seasonings

                                                                                                                                                                                                    • Figure 87: UK retail sales of seasonings, by value, 2006-16
                                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                                    • Figure 88: Brand usage, October 2011
                                                                                                                                                                                                    • Figure 89: Brand commitment, October 2011
                                                                                                                                                                                                    • Figure 90: Brand momentum, October 2011
                                                                                                                                                                                                    • Figure 91: Brand diversity, October 2011
                                                                                                                                                                                                    • Figure 92: Brand satisfaction, October 2011
                                                                                                                                                                                                    • Figure 93: Brand recommendation, October 2011
                                                                                                                                                                                                    • Figure 94: Brand attitude, October 2011
                                                                                                                                                                                                    • Figure 95: Brand image – macro image, October 2011
                                                                                                                                                                                                    • Figure 96: Brand image – micro image, October 2011
                                                                                                                                                                                                    • Figure 97: Profile of target groups, by demographics, October 2011
                                                                                                                                                                                                    • Figure 98: Psychographic segmentation, by target group, October 2011
                                                                                                                                                                                                    • Figure 99: Brand usage, by target group, October 2011
                                                                                                                                                                                                  • Brand index
                                                                                                                                                                                                    • Figure 100: Brand index, October 2011
                                                                                                                                                                                                • Appendix – Consumer Usage – Table Sauces

                                                                                                                                                                                                    • Figure 101: Most popular table sauces used/kept in regular supply, by demographics, August 2011
                                                                                                                                                                                                    • Figure 102: Next most popular table sauces used/kept in regular supply, by demographics, August 2011
                                                                                                                                                                                                    • Figure 103: Other table sauces used/kept in regular supply, by demographics, August 2011
                                                                                                                                                                                                    • Figure 104: Least popular table sauces used/kept in regular supply, by demographics, August 2011
                                                                                                                                                                                                    • Figure 105: Repertoire of table sauces used/kept in regular supply, by demographics, August 2011
                                                                                                                                                                                                • Appendix – Consumer Attitudes Towards Table Sauces

                                                                                                                                                                                                    • Figure 106: Statements on using table sauces most commonly agreed with, by demographics, August 2011
                                                                                                                                                                                                    • Figure 107: Statements on using table sauces next most commonly agreed with, by demographics, August 2011
                                                                                                                                                                                                    • Figure 108: Agreement with statements on using table sauces, by table sauces used/kept in regular supply, August 2011
                                                                                                                                                                                                    • Figure 109: Agreement with statements on using table sauces, by table sauces used/kept in regular supply, August 2011 (continued)
                                                                                                                                                                                                    • Figure 110: Agreement with statements on using table sauces, by table sauces used/kept in regular supply, August 2011 (continued)
                                                                                                                                                                                                    • Figure 111: Agreement with statements on using table sauces, by table sauces used/kept in regular supply, August 2011 (continued)
                                                                                                                                                                                                • Appendix – Targeting Opportunities – Table Sauces

                                                                                                                                                                                                    • Figure 112: Target groups based on attitudes towards table sauces, by demographics, August 2011
                                                                                                                                                                                                    • Figure 113: Usage of table sauces, by target groups based on attitudes towards table sauces, August 2011
                                                                                                                                                                                                    • Figure 114: Agreement with statements on using table sauces, by target groups based on attitudes towards table sauces, August 2011
                                                                                                                                                                                                • Appendix – Consumer Usage – Seasonings

                                                                                                                                                                                                    • Figure 115: Most popular seasonings purchased, by demographics, August 2011
                                                                                                                                                                                                    • Figure 116: Next most popular seasonings purchased, by demographics, August 2011
                                                                                                                                                                                                    • Figure 117: Other seasonings purchased, by demographics, August 2011
                                                                                                                                                                                                    • Figure 118: Repertoire of seasonings purchased, by demographics, August 2011
                                                                                                                                                                                                • Appendix – Consumer Attitudes Towards Seasonings

                                                                                                                                                                                                    • Figure 119: Agreement with statements ‘I tend to season food when cooking’ and ‘I tend to use seasonings for specific recipes (eg Thai curry)’, by demographics, August 2011
                                                                                                                                                                                                    • Figure 120: Agreement with statements ‘I use seasonings as a base when cooking from scratch’ and ‘I like the convenience offered by squeezy packaging’, by demographics, August 2011
                                                                                                                                                                                                    • Figure 121: Agreement with statements ‘It is worth paying more for fresh seasonings’ and ‘I use herbs/spices as an alternative to salt for adding flavour’, by demographics, August 2011
                                                                                                                                                                                                    • Figure 122: Agreement with statements ‘I tend to season food when eating/after the meal has been cooked’ and ‘I tend to buy branded seasonings’, by demographics, August 2011
                                                                                                                                                                                                    • Figure 123: Agreement with statements ‘I would like to have more confidence in using seasonings’ and ‘I use seasonings based on recommendations eg friend, TV cookery show’, by demographics, August 2011
                                                                                                                                                                                                    • Figure 124: Agreement with statement ‘Dry/frozen seasonings taste as good as fresh’, by demographics, August 2011
                                                                                                                                                                                                    • Figure 125: Agreement with statements on using seasonings, by most popular seasonings purchased, August 2011
                                                                                                                                                                                                    • Figure 126: Agreement with statements on using seasonings, by next most popular seasonings purchased, August 2011
                                                                                                                                                                                                    • Figure 127: Agreement with statements on using seasonings, by other seasonings purchased, August 2011
                                                                                                                                                                                                • Appendix – Targeting Opportunities – Seasonings

                                                                                                                                                                                                    • Figure 128: Target groups based on attitudes towards seasonings, by demographics, August 2011
                                                                                                                                                                                                    • Figure 129: Seasonings purchasing habits, by target groups based on attitudes towards seasonings August 2011
                                                                                                                                                                                                    • Figure 130: Agreement with statements on using seasonings, by target groups based on attitudes towards seasonings, August 2011

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • AB World Foods
                                                                                                                                                                                                • Bart Spices
                                                                                                                                                                                                • Blue Dragon Limited
                                                                                                                                                                                                • Chadha Oriental Food Ltd
                                                                                                                                                                                                • Diageo UK
                                                                                                                                                                                                • English Provender Company
                                                                                                                                                                                                • Fortnum & Mason Plc
                                                                                                                                                                                                • G.Costa & Co. Limited (UK)
                                                                                                                                                                                                • Grace Foods UK Ltd
                                                                                                                                                                                                • Greencore Group plc
                                                                                                                                                                                                • Harvey Nichols UK
                                                                                                                                                                                                • HJ Heinz Company UK
                                                                                                                                                                                                • HP Foods Ltd
                                                                                                                                                                                                • Kikkoman Corporation
                                                                                                                                                                                                • Lea & Perrins
                                                                                                                                                                                                • Levi Roots Reggae Reggae Foods Ltd
                                                                                                                                                                                                • McCormick & Company, Inc.
                                                                                                                                                                                                • Nandos UK
                                                                                                                                                                                                • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                • Ortalli
                                                                                                                                                                                                • Premier Foods plc
                                                                                                                                                                                                • RH Amar & Co. Ltd.
                                                                                                                                                                                                • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                • W Wing Yip Plc
                                                                                                                                                                                                • Weight Watchers Ltd. (UK)

                                                                                                                                                                                                Table Sauces and Seasonings - UK - December 2011

                                                                                                                                                                                                £1,750.00 (Excl.Tax)