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MAKING IT HAPPEN An Open Innovation Model from Concept to Launch 21 October 2010 Maria Cabrera Head of Innovation Uren

MAKING IT HAPPEN An Open Innovation Model from Concept to Launch 21 October 2010 Maria Cabrera Head of Innovation Uren Food Group Ltd Direct T: 0151 353 2336 Office T: 0151 353 2336 E: maria.cabrera@uren.com Wood Park, Neston, Wirral, CH64 7TB, England. The Journey.

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MAKING IT HAPPEN An Open Innovation Model from Concept to Launch 21 October 2010 Maria Cabrera Head of Innovation Uren

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  1. MAKING IT HAPPEN An Open Innovation Model from Concept to Launch 21 October 2010 Maria Cabrera Head of Innovation Uren Food Group Ltd Direct T: 0151 353 2336 Office T: 0151 353 2336 E: maria.cabrera@uren.com Wood Park, Neston, Wirral, CH64 7TB, England

  2. The Journey • Uren Food group Ltd • JuiceVibe in context • Evolution – refining the model • One size does not fit all • The sense in sharing • Grey Areas • Open Innovation results

  3. Uren Food Group Ltd • The Uren Company was founded in 1885 by Mr Harold Uren in Liverpool and still remains a family business today • Growers, importers and processors of quick frozen fruits (IQF), vegetables, fruit purees and fruit juice concentrates for the food industry, both in the UK, Europe and World Wide . A bulk supplier of Honey. Fair Trade & Organic Division • Gross turnover of £50,000,000. • Volume 34,000 tonnes

  4. Business split per division 2009 - 2010

  5. Operations of the Group Poland Uren Cold Stores / Uren Novaberry Chile Berries Chile UK Serbia Zadrugar Spain CANLA China Uren China Turkey Ulubay Argentina Tradecos

  6. Supply Partners with Expertise in Specific Product Areas • Red Fruits • Apple • Citrus • Tropicals • Stabilisers • Functional Ingredients • Colours, Flavours • Co-packers • Packaging/Process Equipment • Analytical Laboratories • Trade Bodies

  7. UCS (Uren Cold Stores) - Poland • Freezing plant and cold store in Laszczów, Poland. • IQF berry fruits. • BRC and American institute of Baking certified • € 2.5 m investment including Ferrum Cherry Pitters, • Sortex Niagra scanner, second flow freezer • 16,000 Mt production capacity, 4,000mt storage capacity

  8. Uren Novaberry, Kreznica • 1999 – Purchase of Novaberry, Kreznica for production of chilled and frozen products particularly for the yoghurt industry • 4+1 Strawberry production • IQF Strawberry, Strawberry puree • IQF Raspberry, Raspberry Puree • IQF Sliced Rhubarb • IQF Sour Cherry, Whole & Halves

  9. Berries Chile UK Uren’s frozen fruit production factory located in Linares, Chile The only UK owned facility in Chile Started in March 2007 Rolling 5 year investment plan of $2.5m Direct contracts with growers for raspberry, strawberry, blueberry and blackberry Direct technical input from Uren UK 2010 AIB Approval awarded - SUPERIOR rating. 2010 BRC Approval awarded in February

  10. What is JuiceVibe? • Set up 4 years ago as a service to existing and new customers, generating new business through innovation in product development of beverages. • Resource for businesses looking to outsource expertise • In-house understanding of the supply chain, market, ingredients & products to create and help to launch successful branded new products onto the market

  11. ACTIVITY • Introduction of new concepts • Right product for type of consumer & occasion • Creating trends in beverage concepts • Anticipating requirements of the consumer • Providing turn-key product development for liquid beverages • Close customer contact & support

  12. Key elements within Uren for Innovation • Entrepreneurial environment • Individual ownership • Can do culture • Facilitating

  13. Fostering front end Innovation processes in SME’s • Start up companies often with no knowledge of the industry. Get them up to speed quickly • Understand their limitations. Effectively translate their requirement. • Become part of their organisation. Initially give support & guidance in all areas • Put them in contact with experts in the required areas. Liaise & assist so that they get best advice to make informed decisions

  14. Case Study 1 – First contact at IFE in March 2007 Started work to improve the products being packed abroad. Nov’ 2007 About turn on the formulations to reflect consumer expectation & Cracker ideal NFC (Not from Concentrate), like fresh fruit & natural ingredients Ambient stable products with premium taste & image

  15. Wayne Miller MD Tatiana Miller Purchasing & Planning Manager

  16. Retro Cracker First Phase

  17. Strategy Revolutionising Quality and choice • THE BEST TASTING EVERYDAY FRUIT JUICE DRINK • AFFORDABLE • HIGHEST QUALITY FRUIT; NOT FROM CONCENTRATE • EXPERTS IN RECIPE FORMULATION, BLENDING, & FRUIT SOURCING • TO HAVE THE “X FACTOR” WITH USE OF NATURAL, CLOSE-TO -THE FRUIT INGREDIENTS • NO ARTIFICIALS • USE OF STYLISH INNOVATIVE PACKAGING. 18 MONTH’S LIFE • ADD VALUE & DIVERSITY TO THE BEVERAGE CATEGORY WITH PREMIUM NFC JUICE DRINKS • COMMERCIAL PRICE LEVEL DRIVING THE JUICE DRINK CATEGORY LEADING TO INCREMENTAL SALES & MARGINS. • INDEPENDENT CONSUMER RESEARCH TO REINFORCE QUALITY CRITERIA & PREFERENCE OF THE BRAND • CHARITY SUPPORT – give something back by supporting a good cause. - RAINBOW TRUST CHILDREN’S CHARITY Never From Concentrate “It’s not just a crush...it’s a life long love affair”

  18. Second Phase

  19. A 750ml Carton available in Multiple Retailers “Crushed Fruit Juice Drinks that taste as good as eating fresh fruit” Made from the finest hand selected fresh fruit.

  20. Selected Customers Never From Concentrate “It’s not just a crush...it’s a life long love affair”

  21. New 1 Litre Packs Launch September / October 2011 Supported by a Permanent Multi-buy to drive loyalty and range purchase

  22. Balancing Creativity & Innovation • Innovation in ambient beverage category • Where to take the brand • Consumer perspective • Introduction of more mainstream products continuing to innovate in ambient category • Opening more opportunities as brand strengthens • Supporting brand with fast NPD, competitive pricing of ingredients & external network

  23. New 1 litre 100% Juices Preferred in blind tests to Copella & short shelf life 21 day product

  24. New Apple & Lychee Consumer panel testing shows endorsement for the Key attributes ( refreshment, taste, after taste, ease of drink) and high propensity to purchase

  25. Opportunity 1 Litre Cranberry Healthy competition in the Cranberry market Cranberry for the first time can be part of a range purchase with other Cracker flavours Cranberry will also have the permanent multi-buy offering will is available across the full Cracker range Cranberry is from North America and supplied by the top 2 growers in the US

  26. 330ML Bottles A big hit in the Off Trade single & multi – pack of 4 Sainsbury’s could be first in the Retail Sector! Never From Concentrate “It’s not just a crush...it’s a life long love affair”

  27. Town Pubs Premium Country Dining Never From Concentrate “It’s not just a crush...it’s a life long love affair”

  28. IP Rights & Joint Creation • NDA’s • Mum’s the word • Trust • IP Rights • Business through recommendations • Balancing the commercial advantages to Uren Group & the risks

  29. Case Study 2 – Mile High Launch into Waitrose 2007 • Company private partnership • Initially flight recovery drink • High Antioxidant positioning • Hot Fill long life with synergistic ingredients

  30. AOK Drinks (was Mile High) 2nd Phase: • External investment • 2010 repositioning • Sales growth through Waitrose • Distribution into independents • T/O £0.5M

  31. Other Brands Developed with Similar Model

  32. Other Brands Developed with Similar Model

  33. “I’m not lost, just undiscovered”James Morrison

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