McDougalls Saucy Sponge

Jonathan Davies

1978-9 launch of a new brand in a neglected and declining market (hot puddings). Test market in London TV area: launch October 1978, very good trade reaction exhausted stocks, advertising postponed until January 1979; sales increased very rapidly up to March.
Agency: J Walter ThompsonAuthor: Jonathan Davies

McDougalls Saucy Sponge

The hot puddings market in the UK was worth over 50 million in 1980. It spanned a wide range of products from tinned rice puddings, hot fruit pies, custards and sponges. The packaged sponge pudding sector was a significant one, which in 1978 was worth 8 million, and was dominated by the Heinz canned range, with over two-thirds of the market. Other entrants included the Lyons' range of foil-wrapped puddings and various own-label products.

An estimated 70% of all households in 1980 consumed hot puddings, servings being...

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