• May 18, 2009

H.J. Heinz has launched Lea & Perrins Thick Classic Worcestershire Sauce, a thicker version of the traditional sauce.

The new sauce is thick enough for dipping and provides an "extra boost of flavor" as a topping for grilled foods, according to L&P brand manager Rick Gray.

The launch is being promoted with a contest encouraging adults and kids to create "wRAP" videos about the new sauce variety, using an online tool provided on the campaign site (thatsawrapcontest.com). The grand prize is $5,000 cash and a premium beef package from Certified Angus Beef. Four runners-up will receive $1,000 each. The top 10 videos will be posted and voted on by site users later this summer.--Karlene Lukovitz