Despite being one of the original hot pepper sauces, Encona was losing share and distribution to several newer hot sauces. The brand had a wonderful back story, authentic recipes and an extensive range of great-tasting quality sauces & marinades from all around the world. But they lacked a clear single-minded proposition and were seen as a range of hot (and often scary!) pepper sauces – which didn’t stand out on shelf and with the added problem that only real Encona loyalists could ever remember their brand name. Lots to work with and so much potential...