Bosses of Sheffield’s iconic Henderson’s Relish today revealed they are ‘taking on Yorkshire’ – in a new era for the much-loved brand.
Bottles of ‘Hendo’s’ have been redesigned to showcase their proud Sheffield roots – with a ‘Made in Sheffield’ logo and Yorkshire rose added for the first time.
The famous sauce is mainly sold in South Yorkshire and north Derbyshire – but a change in packaging will make it easier for more major supermarkets across Yorkshire to have the product delivered.
General manager Patrick Byrne said: “It will be in Hull, Leeds and Bradford – you could say Henderson’s is taking on Yorkshire.
“It’s very exciting and we are really pleased.
“We’ve always wanted to make a shelf-ready package box and by having it, instead of us delivering to 24 stores we will send it to their warehouse and they will deliver it.
“It means we are going to be in more supermarket stores – we can be through the whole of Yorkshire now.
“We’ll be in depot with Asda, Tesco, Sainsbury’s, The Co-operative and Netto and we’re working with Morrisons, and it has given us the opportunity to go into a lot more stores.
“Sheffield people have moved all over Yorkshire and the product has become and more and more popular because it is made in Yorkshire.
“It has become a real Yorkshire product – but we’ll always be from Sheffield.”
The new bottle label meets new EU law on nutritional labelling for food products and also features the signature of firm founder Henry Henderson, discovered by a Sheffield University student in an archive.
Production of the new bottles at the factory off The Parkway has started and they will hit the shelves in about three weeks.
A new website is also due to launch in the next two days with an online shop for the first time and mobile-ready features to make it easier for ex-pats to order.
Independent pubs and restaurants around Sheffield have long championed the relish and now it is also delivered to Wetherspoons’ depot, meaning it could be used in its pubs across the country.
It is already stocked by supermarkets in Skegness – a favourite holiday destination for Sheffielders.
One unusual factor behind the historic brand’s current success is very modern – because it is gluten free.
Patrick said: “There are now ten per cent of the population who are looking for a gluten free diet and when Novak Djokovic won Wimbledon he spoke about how his gluten free diet helps him.”
And the new label answers a question fans might have wondered about for years...
“In 100ml of Henderson’s there are 44 calories,” revealed Patrick.