You. Cannot. Get. Actual. HP. Sauce. Any. More. Let those words sink in for a minute, then ask, as the rest of are, “Why?” Turns out that Pioneer Foods – owned now as you know by PepsiCo, which is said to have some global swing – has lost the license, or let it lapse when it expired last May, and they will not be seeking renewal. The same, incidentally, applies to Lea and Perrins, which, like HP, Pioneer was distributing under license from Kraft Heinz. The news has sparked a brisk black market in the remaining bottles, with afficionados travelling to far-flung locations to snaffle up the last remaining bottles. Woolworths, in the meantime, seems to know something others don’t, hinting that another business may take up the licence. “We continue to monitor for an update on where the licence will be awarded and we will restock products as soon as possible,” says the Dapper One. Fans of PepsiCo Salt and Vinegar Chips, also discontinued, will be heartened to know that they’ll be back on the shelves in Gauteng to coincide with the Local Lay’s UEFA Champion’s League 2021 campaign.
Comment: Brands have become a part of the rich tapestry of human life. People feel a genuine functional and emotional connection to these avatars of commerce and industry. Neglect them at your peril.