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CASE STUDY: NOMOO Brand innovation in an own label Environment Hamish Renton (managing director)

CASE STUDY: NOMOO Brand innovation in an own label Environment Hamish Renton (managing director). UNIQ PREPARED FOODS. We are a European chilled convenience food group enjoying many market-leading positions, selling our products in 12 countries. We manufacture in the UK, France, Germany,

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CASE STUDY: NOMOO Brand innovation in an own label Environment Hamish Renton (managing director)

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  1. CASE STUDY: NOMOOBrand innovation in an own label EnvironmentHamish Renton (managing director)

  2. UNIQ PREPARED FOODS We are a European chilled convenience food group enjoying many market-leading positions, selling our products in 12 countries. We manufacture in the UK, France, Germany, the Netherlands and Poland and employ 6,600 people. Our product range consists of salads, desserts, ready meals, sandwiches, fish, sauces, dips and dressings.

  3. Riviera Desserts Riviera Desserts is one of the 6 UK subsidiaries of UNIQ Plc. We’re based in Paignton, Devon and enjoy the freedom of a business unit. Our culture is important to us; it’s about combining new and innovative talent with our established and experienced manufacturers. Our Culture Alternative Cultures Rigid & Old School ExteriorWeak & Uncertain Interior Easy to deal with Standards Accessible OrganisationBut Interior is Too Laid Back Discipline Informal Energetic Professionalism Process Interior and Exterior of Organisation is Strict & Rigid Approachable

  4. WHY NOMOO WAS BORN Source: Mintel 2006 up to 1% of Adults have a food allergyBut …33% claim to have a food intolerance

  5. THE DAIRY FREE MARKET Dairy free marketa Milka Milk Shakesa Yoghurtsa Ambient Creama Ambient Custarda Ambient Dessertsa Spreadsa Functional NO Fresh dairy free DESSERTS

  6. ADELICIOUSDairy Free DESSERTS RANGE with PersonalitySATISFYING CONSUMER NEEDS FORHealthier Eating WITHOUT COMPROMISING ON TASTE Our focused proposition • Dairy free platform is broader than just soy • Embracing the wellbeing trends

  7. Own Label or Brand? OWN LABEL • Uniq Heritage • Functional • Trust • Recognition • Established BRand • New territory • Emotional • Scale • Control • Innovative Decision is brand: • Ability to broaden target to wellbeing • Distinctive proposition versus competition • Cross category development for future

  8. How we did it “Idea, passion driven and non linear process of change tempered with professionalism in execution” Idea scoping Recipe trials Name generation Design agency Focus Groups Recipe amends Packaging choices Scale up teamwork Retailer sell in

  9. Within an own label company Changing an own label mindset to incorporate brands 2006 2007 challenges • new mindset • new economic model • new relationships • risk taking orientation • medium term perspective

  10. The importance of research Taking the time to really understand your consumers INSIGHTS INTO:- Primary & secondary target- Preferred creative route- Hierarchy of communication- Preferred product range- Relevant media channels Cute, funny, quirky, I like it (wellbeing) DAIRY FREE It feels healthy (wellbeing) WELLBEING MASS MARKET

  11. Our range of products VANILLA Custard 500g Strawberry Mousse 100g Lemon Mousse 100g Chocolate Mousse 85g

  12. Consultation on allergies Ongoing support/advice from TV health advisor Liz Tucker. “Having been dairy intolerant since childhood, I was fed up with getting inferior treats or none at all. This vanilla custard really is something special. It has no hydrogenated fats, no preservatives, no lactose, no gluten or any dairy related content. But what really matters is that it tastes so good that anyone can just enjoy the taste, so no one will feel excluded.” Liz Tucker

  13. Manufacturing & Segregation New processes, new kit, new despatch area = training

  14. What worked well MD Commitment Backing of PLC research Energy PASSION Sign off of six figure marketing spend SMALL TEAM Clear point of difference Persistence Focused proposition New UNIQ culture of entrepreneurialism

  15. What didn’t work so well Teething issues with entirely new ways of working More quantitative research with time Early Factory engagement & communication Time spent Narrowing down product options to core range

  16. Nomoo is currently on sale in three Major UK retailers … further listings confirmed for March

  17. Targeted communications Entering into the community of dairy free consumers

  18. What’s next for nomoo? NewProducts NewCategories New Markets

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