stiletto foods (uk) ltd fountains mall, odiham, hampshire, rg29 1lp office: 01256 393460 jeremy...

Stiletto Foods (UK) Ltd

Fountains Mall, Odiham, Hampshire, RG29 1LP Office:

01256 393460 www.mrscrimbles.com

Jeremy Woodsaka

Executive Summary Mrs.Crimble’s first appeared in London in 1979. Originally endorsed by Fanny Craddock, the 1st TV Chef! The company was acquired in June 2003. Since this time:

The brand design has been updated and relaunched. The range of products has increased. New products have been launched. Core consumers recognised and communicated with.

The Mrs Crimble’s brand is one of the largest bakery brands in the Free From market.

Mrs Crimble’s retail brand value £15 million. Major multiple listings in Tesco, Asda, Waitrose, Coop,

Sainsbury, Morrison. Wide distribution in convenience (Spar, Nisa/Costcutter,

Tesco Express, Sainsburys Local), Deli’s, Farmshops, Health stores.

In 2011 we have talked directly to 2 million consumers. All of Mrs.Crimble’s great tasting products are Free From.







Mrs Crimbles

“ To provide wholesome and delicious foods made as honestly as

we can using simple recipes that never compromise on taste, flavour

or eating pleasure.” They just happen to be Free

From.

Market Highlights

Gluten Free Sales reached £120 million in the UK in 2010 – Kantar

Market grew +14.8% Branded Sales + 17% Private Label + 9%

Global Market now estimated at $2.3 billion for all allergy products.

Mrs Crimble’s outgrows the market.Stiletto Foods (UK) Ltd






Mrs Crimbles

Mrs Crimbles is the UK’s second healthiest bakery brand.

Retail Cake sales is now more than this, growth coming from beyond the Free From fixture.




Mrs Crimbles

• Mrs Crimbles was ranked in the Top 10 Cakes in the UK (Easter 2011)

• The ONLY free from product in the Top 10.

• UK’s number 1

What Might the Free From Category Look

Like? Private Label increasing sku’s and space. Key brand players and a big reduction in

smaller ‘labels’. Range and supplier rationalisation, key

trade/brand partners. Size of fixture? Rate of Sale criteria? Increased sales as prescriptions cut? What does the consumer look like?




The Consumer Opportunity

Severe Allergy1 – 2%

Intolerants 9 – 10%

Perceivers/Self Diagnosed/Wheat Avoiders 26 – 30%

12 Million UK Consumers




Why do so many buy into the Free From

offering? What we think/heard at shows:

Love the taste, I buy these all the time, I buy these for my Coeliac friend/partner/neighbour etc.

Lifestyle choice, particularly health aware female, what we’ve not heard about bloating!!.

Most people buy Mrs Crimble’s without realising they are Gluten Free?

TGI data confirms large numbers of UK households claim to be prone to food allergies.




Prevalence of Food Allergies!

Prone to specific food allergy.

Prone to broad range of food allergies

All Men 3.8% 10.7%

All Women 6.4% 17.1%

Female Main Shopper 6.0% 16.2%

Male Main Shopper 3.3% 10.3%

Source: TGI 2010Stiletto Foods (UK) Ltd



Mrs Crimble’s is the only mainstream Free

From brand that drives consumer traffic. Mrs Crimble’s continuous stream of innovation

across number of product categories. Free From category continues to grow 15%

yr/yr. Mrs Crimble’s Macaroons are a top 20 national

cake line and top 10 within convenience.




Mrs Crimbles

Creating Brand Personality

Across all contact points

Consumer Contact

Packaging

E MailWebsite

Shows

Social Media

AdvertisingAnd Promotions




How are we Sharing the love?

Promotions on pack Facebook pages, fansites Shows , Mrs Crimble’s, Aprons and Teatowels. PR Competitions On our packaging In-store activity Trial generating promotions







Mrs Crimbles

Choc Macaroons Mini Choc & Orange Macaroons

Cranberry Macaroons

Mrs Crimbles

Cheese Bites 30g or 60g

packs available Premium

packaging




Mrs Crimbles

• Still the cornerstone of our consumer contact.• Objectives for 2011 are: Direct recruit to e mail database, target 10,000 new consumers Focus on Tier One and new products Return to stocking list and retailer request card/leaflet• Drive traffic via web/social media and competitions




Agricultural Summer Shows

“This is what Mr Kipling should be..”

“I like the idea of proper cakes…”

“Where can I buy these?”

What Consumers tell us

Here we are at the Bath & West Show




Summary

Mrs Crimble’s in growth:April +18%, May +21%, June +17%

The Mrs Crimble’s is undergoing a major re-positioning.

Mrs Crimble’s drives consumer traffic and already acts as signpost to the fixture

Retailers confirm Mrs Crimble’s as a Key brand and its role in maintaining FF fixture growth rates

Mrs Crimble’s investing in broader consumer appeal







And finally when you are really

successful...




Mrs Crimbles

stiletto foods (uk) ltd fountains mall, odiham, hampshire, rg29 1lp office: 01256 393460 jeremy...

Documents

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