Download No Moo Launch Presentation Work In Progress

CASE STUDY: NOMOO
Brand 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.
Alternative Cultures
Our Culture
Rigid & Old School Exterior
Weak & Uncertain Interior
Easy to deal with
Standards
Discipline
Informal
Professionalism
Energetic
Accessible Organisation
But Interior is Too Laid Back
Process
Approachable
Interior and Exterior of
Organisation is Strict & Rigid
WHY NOMOO WAS BORN
up to 1% of Adults
allergy
have a food
But …
33% claim to have a
Source: Mintel 2006
food intolerance
THE DAIRY FREE MARKET
Dairy free market
a Milk
a
a
a
a
a
a
a
Milk Shakes
Yoghurts
Ambient Cream
Ambient Custard
Ambient Desserts
Spreads
Functional
NO Fresh dairy free
DESSERTS
Our focused proposition
A DELICIOUS Dairy Free DESSERTS RANGE with
Personality
SATISFYING CONSUMER NEEDS FOR Healthier
Eating WITHOUT COMPROMISING ON TASTE
Dairy free platform is broader than just soy
Embracing the wellbeing trends
Own Label or Brand?
OWN LABEL
Uniq Heritage
Functional
Trust
Recognition
Established
Decision is brand:
Ability to broaden target to wellbeing
Distinctive proposition versus competition
Cross category development for future
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”
Idea scoping
Recipe trials
Recipe amends
Packaging
choices
Name
generation
Retailer sell in
Design agency
Focus Groups
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
Taking the time to really understand your consumers
INSIGHTS INTO:
Cute, funny, quirky, I like it
(wellbeing)
DAIRY
FREE
It feels healthy (wellbeing)
WELLBEING
MASS MARKET
- Primary & secondary target
- Preferred creative route
- Hierarchy of communication
- Preferred product range
- Relevant media channels
Our range of products
VANILLA
Custard
Strawberry
Mousse
Lemon
Mousse
Chocolate
Mousse
100g
100g
85g
500g
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.
Liz Tucker
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.”
Manufacturing & Segregation
New processes, new kit, new despatch area = training
What worked well
MD Commitment
Backing of PLC
research
Energy
PASSION
Sign off of six figure marketing spend
SMALL TEAM
Clear point of difference
Persistence
Focused proposition
New UNIQ culture of
entrepreneurialism
What didn’t work so well
Teething issues with entirely new ways of
working
More quantitative research with time
Early Factory engagement & communication
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 communications
Entering into the community of dairy free consumers
What’s next for nomoo?
New
Products
New
Categories
New
Markets