Innovation in a Time of Change

Transcription

1 Innovation in a Time of Change

2 1) Introduction Agenda 2) Opportunities in a growing market 3) Consumer market research 4) Innovative Product The New Development Generation Bread 6) Brand Creation

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4 Plant Bakery Frozen Foods Canned Foods Tetra pack Motor Sports 4

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9 Opportunities at a time of change Consumer spend was down Awareness of healthy eating was increasing Media coverage widespread of benefits of Gluten Free Greater awareness of food intolerance The market for Gluten Free was predominantly medical Shelfspace was growing 9

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12 Self Diagnosis is a much larger market than Coeliacs Target wider than expected! An estimated 1% to 2 % of the world population suffers from Coeliac disease. While only 1% of the UK population suffer with Coeliac disease, our Food Intolerance and Allergies - October 2007 report found that 10% of consumers believed that they were intolerant to certain foods including gluten, suggesting that more consumers believe themselves to be affected than is really the case. * Source : Mintel Food Allergies Report June 2010

13 Healthy Living is the Biggest Consumer in the Free From Category Today 75% Must Eat/ Frequent purchaser 25% Healthy/Infrequent Purchaser Source : Bord Bia barometer survey 1,000 participants ROI December 2010 Base: Respondants who had ever purchased in the free from category

14 We quickly established what was more important in consumers minds when buying gluten free product 1. Taste 2. Freshness/Shelflife 3. Texture/Crumbliness 4. Fat % and Calorie Count 5. Variety of offer Sources: UCC European Study Focus Groups, Coeliac Association AGM, Social Media

15 An apparent GAP in the market was a nutritionally heatlhy product in the gluten free bread category

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17 Evaluation of the competitor landscape was crutial in defining our offer January 2010, analysed over 200 GF products worldwide Evaluated Route to Market v Product Quality Delivery

18 The composition of many gluten free breads resemble that of cake

19 Our product needed to feel, act and taste like bread while maintaining unique nutritional qualities

20 Texture profile analyser : staling and We validate all product developments with research institutes and consumers BFree

21 Sense check: Product Testing at Coeliac AGM pre-launch

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23 Our Target Markets : Food Intolerant (Coeliacs, Wheat Free, Gluten Intolerant, Dairy Intolerant) Bloaters General Healthy Eaters Brand MUST be Elastic ; it must stretch across categories Brand Consistency ; if we are preaching tasty healthy, we must be tasty & healthy. Exportable ; Must be able to say our name everywhere in the world Brand strategy was to hold onto our unique I.P

24 We are here to make it easier for people to live a freer and happier life by creating the best tasting, healthiest, wheat and gluten free products in the world 24

25 Our positioning is at the healthy living consumer who are the majority of consumers in this category Healthy Living Medicinal/Functional

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28 December 2011 we launched into Irish Retailer Dunnes Stores Nationwide

29 Pop Up Sop: Bringing BFree to the Mainstream

30 We are the ONLY Gluten and Wheat Free Bread to have won a Great Taste Award in 2012

31 Eating out is now Normal for coeliacs and GF consumers Make it easier for people to live a freer and happier life

32 Social media interaction allows us to use our consumers as brand ambassadors 3,500 Followers who interact with us A direct opportunity to engage with your community every day Recipe sharing Eating out suggestions

33 We have repeated this process when entering new markets ; constantly engaging with consumers Taste test at Coeliac UK AGM Sandown Park Racecourse Surrey with 140 p

34 Our Journey in 2012 Market Leader in Fresh GF bread after 1 year Great Taste Award st to launch nationwide foodservice GF programme (in conjunction with O Brien s sandwich bar) National Listings across the country Listings with UK foodservice 3663 and Brakes

35 Our Vision for 2013 Continue to grow sales in Ireland Target campaigns at wider target markets Launching with UK multiple in second quarter Bring exciting first to market innovations to the gluten free world 35

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