Symington's in tasty deal for cooking sauces

Unilever sauce brands Chicken Tonight and Ragu were under new ownership yesterday after a UK deal with the maker of Aunt Bessie's gravy and Golden Wonder noodles.

Leeds-based Symington's, which also makes Crosse & Blackwell cooking sauces and Campbell's cup soups, said the acquisition of the two brands in the UK and Ireland was the most significant in its 180-year history.

Both brands will receive packaging and product overhauls in an attempt to reverse declining sales seen over recent years.

Ragu was the first pasta sauce brand to hit the shelves in 1988, while Chicken Tonight became well known for its quirky advertising campaign and jingle.

Chief executive David Salkeld said: "We have a proven track record of taking on heritage brands, rejuvenating them and introducing new product developments."

The acquisition - for an undisclosed sum - is expected to take Symington's annual sales to some 150 million. Marketing director Henrik Pade added: "Our aim is to redevelop the ranges to ensure that they are real alternatives to the market leaders in the cooking sauce category."

As part of the deal, Symington's has entered into a manufacturing agreement under which Ragu and Chicken Tonight will be produced at Unilever's factory in Oss, the Netherlands, for at least three years. Ragu and Chicken Tonight will remain under Unilever's ownership in all the other markets in which it is sold.