# Squeezable Tangy Sauces Sarson's Dip & Drizzle Captivates Young Consumers' Palates By Laura McQuarrie | Published 2024-06-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dip-and-drizzle References: [fabnews.live](https://fabnews.live/robot-food-turns-up-the-tang-with-sarsons/) & [sarsons](https://www.sarsons.co.uk/)  Sarson’s has been craft brewing vinegar for over 230 years and to reach a new generation, the brand synonymous with fish and chips launched Dip & Drizzle to enhance a wide range of dishes. The heritage brand worked with [Robot Foot](https://www.trendhunter.com/trends/sarsons) to create a [bold, expressive identity](https://www.trendhunter.com/trends/hot-sauce-store) to connect with a younger demographic and their eating preferences. Dip & Drizzle's tangy sauces are available in Smoky BBQ, Original Malt and Zingy Garlic varieties. The condiment brand proudly distinguishes itself with an identity crafted around the vibrant tanginess that sets its products apart. As such, the brand is introducing its bold flavors to the world with the Turn up the Tang campaign. “The goal was to create an eye-catching campaign that helped consumers reconsider Sarson’s for more occasions than just their chippy tea," said Julia Allan, Senior Designer at [Robot Food](https://www.trendhunter.com/trends/vocation-brewery). ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 58% | Activity: 29% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Flavor-enhanced Condiments:** Introducing bold, intense flavors to traditional condiments like vinegar captures adventurous taste seekers. - **Targeted Youth Marketing:** Crafting vibrant, expressive identities for legacy brands revitalizes appeal to younger demographics. - **Multi-use Food Products:** Promoting condiments for various dishes expands their usage beyond traditional pairings. ### Who This Affects Most - **Food and Beverage:** The creation of innovative condiment flavors can disrupt traditional market expectations. - **Marketing and Advertising:** Using bold and expressive campaigns to rebrand heritage products draws attention to new consumer bases. - **Consumer Packaged Goods:** Developing multi-use products increases consumer perceived value and product versatility. ## Related on Trend Hunter - [Rebranded Squeezable Sauces](https://www.trendhunter.com/trends/sarsons.md) - [Versatile Squeeze Bottle Condiments](https://www.trendhunter.com/trends/blue-dragon-sweet-chilli.md) - [Dynamic Sauce Collections](https://www.trendhunter.com/trends/signature-sauce-line.md) - [Functional Sauce Brands](https://www.trendhunter.com/trends/shes-the-sauce.md) - [Seafood-Paired Condiment Debuts](https://www.trendhunter.com/trends/fish-and-chips-sauce.md) - [Cuisine-Themed Mustard Packaging](https://www.trendhunter.com/trends/colmans-squeezy-bottle.md) - [Refreshed Barbecue Sauce Identities](https://www.trendhunter.com/trends/bachans.md) - [Flavor-Enhancing Condiment Sauces](https://www.trendhunter.com/trends/new-hellmanns-sauces.md) - [Zesty Soda-Inspired Condiments](https://www.trendhunter.com/trends/condiment-range.md)