The English Provender Company is capitalising on the consumer trend to eat at home during the credit crisis by launching a brand extension to its premium salad dressings – a range of high-end, unashamedly full fat dressings appropriately called ‘Indulgent’.

The Indulgent range initially launches in three variants and includes ingredients associated with the highest quality, such as Sicilian lemon juice, balsamic vinegar from Modena and wildflower honey.

EPC’s rationale behind the launch is that as cash-strapped consumers eat out less, they will crave indulgence at home to compensate. And with premium ambient dressings category in 12% yoy growth*, the credit crunch provides a unique retail opportunity.