Canderel

The UK Brand Leader

Background

• 1979

• First non-saccharin sweetener on the market.

• Merisiant

• Brand leader

Market Analysis

• Sugar and sweetener market is declining.

• 3/10 people in the UK over 45 never use sugar.

• Splenda’s effect on the market

Competitor analysis

• Splenda

• Sugar – 85%

• Light sugars - Tate & Lyle

• Natural sweeteners e.g. Honey & Maple syrup

• Perception Map

Competitor analysisBrand shares in the UK retail artificial sweetener market, 2004-06

2004 2006 % change

£m % £m % 2002-06

Canderel 19 33 15 31 -21.1

Splenda 7 13 8 17n/a

Sweetex 6 11 7 15 16.7

Hermesetas 9 15 7 14 -30

Silver Spoon 5 9 4 8 -20.2

Own-label 8 14 6 12 -25

Others 3 5 1 3 -85

Total 57 100 47 100 -13

Product Life

Cycle

Advertising within the Market

Average expenditure of Advertising and promotion between 2002-2006

Splenda - £3.8mCanderel - £943,000

• Most successful times of year despite advertising are still Christmas and New year.

Figure 15: UK retail value sales of sugar, by type, 2002-06

2004 2006 (est) % change

£m % £m % 2004-06White granulated 197.6 74 183.9 71 -6.9

Caster sugar 18.6 7 18.1 7 -2.7

Demerara 12.5 5 12.4 5 -0.8

Low calorie 4 2 10.1 4 152.5

Brown sugar 9.3 4 9.8 4 5.4

Icing sugar 10.1 4 9.3 4 -14.6Golden granulated 8 3 8.8 3 10Others (incl. fruit) 5.3 2 6.2 2 17Total specials* 67.8 26 74.7 29 10.2

Total 265 100 259 100 -2.3

* excl. white granulated Data may not equal totals due to roundingSource: Mintel

Brand Positioning

Current Target audience

• Women• Diabetics• Has changed several times or so it would

appear.• Between 2001-2008, brand image was

changed 3 times.

• Men 55+?

Perceived Target Audience

When asked in our primary research, consumers considered sweeteners to be aimed at:

• People on a diet • Diabetics • Health conscious

Advertising to date - TV

Radio

All Pleasure – No consequence

Current Target audience

• Women

• Diabetics

New Target Audience

• Focused on a very specific consumer group.

• Married women aged 30-45 with children.

• Not only dieters but general family life.

Size of Target Audience

Demographic Report – London

Sectors Family with 2+ children, youngest aged 5-18

Total for Catchment 503,650

Total for GB 2,445,834

Cathment index 101

• Based on results from Media Tel.

• Using a catchment of BBC Radio London.

Objectives

• To remind 60% our target audience, women aged 30 – 45 of our presence and dominance in the market.

• To educate 33% of existing sugar users about the benefits of our brand and products

The Big Idea

Healthy Family Goodness

Media Choice

A new campaign consisting of 3 aspects

• Sponsorship

• Seasonal Print Ad’s

• New Year campaign – TV - Outdoor

Sponsorship

Creative Executions

• Several 10 second ads that will feature in breaks of the program.

• Coronation Street

Seasonal Print Ad’s

Creative Execution

• Magazines1.Supermarket2.Beauty

• Posters - 6 sheets 1.POS 2.public transport

New year campaign

New Year Campaign

• An initial series of 3-5 adverts to run from January – February

• Featuring French and Saunders to continue the theme

• Adverts will not focus solely on dieters but the general public

Key Messages

1. Sweetener is not only for people attempting to lose weight.

2. Sweetener can and should be used by consumers of all ages.

3. Sweetener is not harmful to our health but is a viable option for replacing sugar permanently.

4. Just because the product is artificial doesn’t mean that its taste is also.

Strengths of our idea

• New specific t/a.

• Clearly defined SMART objectives.

• Diversity – Media strategy

• Fresh new strategy

References1. http://www.creativeclub.co.uk2. http://www.caloriecontrol.org/sweeteners-and-lite/

sugar-substitutes/aspartame3. http://www.marketingmagazine.co.uk/news/64495

2/Sector-Insight-Sugar-sweeteners---Short-sweet?DCMP=ILC-SEARCH

4. http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH4155&Tab=A

5. www.mintel.com6. http://www.crazyabouttv.com/Images/

frenchandsaunders.jpg7. http://www.womentowomen.com/healthyweight/

splenda.aspx