CASE STUDY: NOMOO Brand innovation in an own label Environment Hamish Renton (managing director)
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Transcript of CASE STUDY: NOMOO Brand innovation in an own label Environment Hamish Renton (managing director)
CASE STUDY: NOMOOBrand 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,the Netherlands and Poland and employ 6,600 people.
Our product range consists of salads, desserts, ready meals, sandwiches, fish, sauces, dips and dressings.
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.
Standards
Discipline
Professionalism
Approachable
Informal Energetic
Easy to deal with
Process
Our Culture Alternative Cultures
Rigid & Old School ExteriorWeak & Uncertain Interior
Accessible OrganisationBut Interior is Too Laid Back
Interior and Exterior of Organisation is Strict & Rigid
WHY NOMOO WAS BORN
up to 1% of Adults have a food allergy
But …
33% claim to have a food intolerance
Source: Mintel 2006
THE DAIRY FREE MARKET
Dairy free market
Milk
Milk Shakes
Yoghurts
Ambient Cream
Ambient Custard
Ambient Desserts
Spreads
Functional
NO Fresh dairy free DESSERTS
A DELICIOUS Dairy Free DESSERTS RANGE with Personality
SATISFYING CONSUMER NEEDS FOR Healthier Eating WITHOUT COMPROMISING ON TASTE
Our focused proposition
Dairy free platform is broader than just soy
Embracing the wellbeing trends
Own Label or Brand?
Decision is brand: Ability to broaden target to wellbeing Distinctive proposition versus competition Cross category development for future
OWN LABEL Uniq Heritage Functional Trust Recognition Established
BRand New territory Emotional Scale Control Innovative
How we did it “Idea, passion driven and non linear process of change tempered
with professionalism in execution”
Focus GroupsRecipe trialsIdea scopingName
generationDesign agency
Recipe amends
Packaging choices Retailer sell in Scale up teamwork
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
The importance of research
INSIGHTS INTO:
- Primary & secondary target- Preferred creative route- Hierarchy of communication- Preferred product range- Relevant media channels
Taking the time to really understand your consumers
MASS MARKET
WELLBEING
DAIRYFREE
Cute, funny, quirky, I like it (wellbeing)
Cute, funny, quirky, I like it (wellbeing)
It feels healthy (wellbeing)
It feels healthy (wellbeing)
Our range of products
Chocolate Mousse
85g
VANILLACustard
500g
Lemon Mousse
100g
StrawberryMousse
100g
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.”
“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
Manufacturing & Segregation New processes, new kit, new despatch area = training
What worked well
Backing of PLC
Sign off of six figure marketing spend
Focused proposition
Clear point of difference
New UNIQ culture of entrepreneurialism
Energy
MD Commitment
SMALL TEAM
research
Persistence
PASSION
What didn’t work so well
More quantitative research with time
Early Factory engagement & communication
Teething issues with entirely new ways of working
Time spent Narrowing down product options to core range
Nomoo is currently on sale in three Major UK retailers
… further listings confirmed for March
Targeted communicationsEntering into the community of dairy free consumers
What’s next for nomoo?
NewProducts
NewCategories
New Markets