A.1. Steak Sauce: Lawry’s Defense
Brianna Brackett
Holy Family University
MGT 521
Dr. Lonergan
Running Head: A.1. STEAK SAUCE: LAWRY’S DEFENSE
2
Company Overview
Henderson William Brand, King George’s chef created the Steak Sauce in 1830. The
King enjoyed it so much he proclaimed it to be “A1”, thus creating the name for a long-lasting
company. While it was made during 1830, it was first sold in North America in the early 1900s.
As steak consumption in the 90’s decreased, unit and volume sales plateaued, while dollar sales
continued to increase. As sales continuously grew throughout the decades, Kraft Foods was able
to acquire it in 2000 as a part of their acquisition of Nabisco. By 2002, A.1 became the single
largest steak sauce supplier by their sales numbers. Lawry’s was mainly a spice and seasonings
company, but planned to be stiff competition for A.1. when announcing their own steak sauce.
Lawry’s strategy when launching their new steak sauce is to make it the better choice for
consumers at a more competitive rate.
