The Flava People, experts in creating innovative brand-led licenced food products, have announced a partnership with the UK’s market-leading wholesale provider, Booker, for the wholesaling opportunity of their new Baileys Caramel Sauce. For sale in 135 Booker stores across the UK, the 500ml bottles serve an easy solution for foodservice providers to elevate festive menus and make the most of customer demand this Christmas.
The product, which officially launched earlier this year in partnership with Diageo UK, is a tantalisingly delicious, non-alcoholic Baileys Caramel Sauce. Shortly after launch, the delectable sauce sold out on Amazon within 24 hours and was even spotted for reselling for £13.49 by an enthusiastic customer – also quickly selling out.
Clearly striking a chord with both consumers and food professionals, within days of the product’s arrival on shelves in Booker wholesaler, the launch quickly went viral with flurry of excitement on social media from shoppers and business – snatching up the product and integrating the Baileys Caramel Sauce into menus.
Baileys is one of the most recognisable brands in the UK – from the original Irish Cream which blends Irish whiskey with Irish dairy cream and a touch of rich chocolate and vanilla, to a variety of licensed products which extend the brand’s indulgent offering onto retail shelves. There’s no arguing that Baileys’ rewarding moments of indulgence have become synonymous with Christmastime. Extending Baileys’ seasonal sweet offering, The Flava People have set out to add an extra drizzle of the brand’s playful and inventive spirit, allowing foodservice providers to take a slice of the action.
The Flava People’ Baileys Caramel Sauce has been designed with versatility in mind, so can be used across a variety of different menu items to create simple upgrades and added value. Picture a mouthwatering serving of Baileys Caramel Sauce over desserts, hot drinks, ice cream or in pairing with alcoholic beverages. Available in a range of formats with wholesalers and foodservice providers in mind, this irresistible sauce is perfectly suited to easily elevate any sweet offering with the deliciously distinct taste of Baileys.
Scott Dixon, Managing Director at The Flava People, comments: “Working with our friends at Diageo UK to create this excellent product was a fantastic experience, as it has been with many of the partnerships, we have worked with them on. We were blown away by the warm reception to its launch earlier this year and have enjoyed seeing the fantastic reactions on social media. This is why we are so enthusiastic to announce this game-changing collaboration with Booker. Great product innovation can only go so far without the perfect distribution partner, and there is no better partner than Booker wholesale.
“As the leading UK wholesalers, we feel privileged to be working we them and are excited to see how this propels the product into the hands of those customers who we know are excited to incorporate it into both their food and drinks menus. The flavour of Baileys is a cornerstone of the festive season, so the timings couldn’t be better. With the limitless culinary potential for the product, we can’t wait to see how talented chefs use it to innovate their new Christmas menus this December.”
Following the massive initial success of the product launch and partnership with Booker, The Flava People has now unveiled their consumer-facing collaboration with the popular meal kit delivery service, HelloFresh.
Running until the week of 1st January, the Baileys Caramel Sauce will feature on the menu as part of their festive recipes, alongside a miniature bottle of Baileys, with the launch being supported by flyer inserts to 20,000+ homes, promotion via HelloFresh recipes pages and social media.
The 500ml Baileys Caramel Sauce is available at Bookers individually for £13.49, or by a case of 6 – with an affordable unit price of £2.25 per bottle.