stiletto foods (uk) ltd fountains mall, odiham, hampshire, rg29 1lp office: 01256 393460 jeremy...
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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.
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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.
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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?
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
The Consumer Opportunity
Severe Allergy1 – 2%
Intolerants 9 – 10%
Perceivers/Self Diagnosed/Wheat Avoiders 26 – 30%
12 Million UK Consumers
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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.
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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.
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
Mrs Crimbles
Creating Brand Personality
Across all contact points
Consumer Contact
Packaging
E MailWebsite
Shows
Social Media
AdvertisingAnd Promotions
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
Mrs Crimbles
Choc Macaroons Mini Choc & Orange Macaroons
Cranberry Macaroons
Mrs Crimbles
Cheese Bites 30g or 60g
packs available Premium
packaging
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
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
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
And finally when you are really
successful...
Stiletto Foods (UK) Ltd
Fountains Mall, Odiham, Hampshire, RG29 1LP Office:
01256 393460 www.mrscrimbles.com
Mrs Crimbles
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