Seasoning giant McCormick is launching Old Bay Seasoning in the UK this summer.
Old Bay is a popular seasoning in the USA, where it sees sales equivalent to £46m. In contrast, the UK’s dry seasonings market is worth £53m, according to the supplier.
It is a blend of 14 herbs and spices which is appropriate for a wide range of dishes, including burgers, chicken, seafood, chips, popcorn and pasta, making it a versatile ingredient for cooks of all levels.
Chris Nelson, vice-president of marketing EMEA at McCormick, said: “We have been inundated with requests from food fans over the past few years to bring this iconic seasoning to British kitchens, so we are excited to introduce McCormick’s most loved brand into the UK market this year.
“Old Bay is versatile, and its flavour is impossible to replicate. Its launch will significantly contribute to continued category growth and boost retailer sales at a time when home cooking is booming.”
The supplier will support the launch with digital, in-store and sampling activity.
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