Packaging Redesign Helps Sweet Mandarin to Gain Listings PDF Print E-mail

A new line of Chinese dipping sauces created by twin sisters in Manchester is now being stocked in 500 Sainsbury’s stores in the UK following a redesign of its packaging.

Integrated marketing agency Refinery was tasked with creating the new branding and packaging to help Sweet Mandarin’s efforts in gaining listings with major multiples.

Now the sauces, created by Helen and Lisa Tse, owners of Sweet Mandarin restaurant in Manchester, can also be found on Selfridges shelves.

This brand secured £50,000 investment from Duncan Bannatyne and Hilary Devey on BBC TV’s Dragons Den in September.

Refinery wanted to create something that would succeed in the competitive and cluttered condiments/sauces category; something that would have impact and differentiate it from the competition.

The key message it wanted to convey in the brand was a sense of quality and heritage. Helen and Lisa are the fourth generation of their family to make and sell food for a living. Their Sweet Mandarin restaurant has been open since 2004, and was awarded best Local Chinese Restaurant by Gordon Ramsay’s F Word. 

Jim Barron, director at Refinery, said: “Helen and Lisa take so much pride in their sauces and this had to come through in the packaging. The brand was built around them – their restaurant, knowledge, expertise and family history. The sauces were brought to life to show that the quality, taste and heritage in what you are getting is real.”

In addition to UK success, the sauces will be rolled out to Russian retailer, Azbuka Vkusa this month. Barron commented: “We already work with Tesco in Central Europe so know that strong, credible brands can sell well in these territories.”