Grab and go

Cuisine de France's wide range of options for customers on the go
Cuisine de France's wide range of options for customers on the go

The food-to-go sector is growing year-on-year due to people looking for fast but filling meals. Having a wide range of choice for competitive prices will boost repeat sales. Fiona Donnellan reports


Brand Central

16 April 2013

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AT A GLANCE: Food-to-go

  • Cuisine de France is now the leading manufacturer and distributor for oven fresh bakery and savoury products across Ireland and the UK
  • The convenience food industry has been cited as the fastest growing segment of the Irish food industry. It consists of a diverse group of companies ranging in turnover from €0.3 million to in excess of €200 million, producing a range of value added products.*
  • The Rustlers brand is growing 27.4% year-on-year to €98 million**
  • Every week, consumers go to the fridge for food and drink almost twice as often as the cupboard (42 fridge visits versus 24 cupboard visits)*
  • Heinz Snap Pots of both Heinz Beanz and Heinz Spaghetti Hoops provide one of your five-a-day portions of fruit and vegatables
  • Oishii Foods now supplies over 100 retail outlets in Dublin and Cork

*(Source: Agricultural Research Forum)
**(Source: Nielsen 52 w/e 24 December 2013)
***(Source: Kantar Worldpanel Spring 2012)

Revamping food-to-go

Cuisine de France is striving to rejuvenate the food-to-go offering in stores and excite customers. In conjunction with retailers, Cuisine de France is working to overhaul the food-to-go solution within stores. Despite the economic downturn, Cuisine de France has experienced growth by offering both value and quality to its customers, most recently with the in-store Bakery Shout program which is now in over 650 retail outlets throughout Ireland.

Due to the changing food-to-go market and increased competition, it is imperative that retailers meet the needs of the consumer and adapt to their needs throughout the day. Using Cuisine de France maximises hot and chilled deli sales through a complete offer, supported by excellent execution and communication. The range is made up of over 300 products and covers traditional favourites and new innovative offerings.

Traditional fare with a twist

Flahavan’s has launched a new Apple, Raisin and Cinnamon sachet, as part of its popular Quick Oats range. The new product combines red apple pieces, juicy raisins and a hint of cinnamon with all the wholegrain goodness of Flahavan’s porridge oats.

The new Flahavan’s Quick Oats Apple, Raisin and Cinnamon sachets is the newest member of the Quick Oats range, which also includes natural, multi seed and organic sachets, drum and portable porridge pots. Flahavan’s Quick Oats appeal to on-the-go consumers because they require zero effort.

Designed for maximum shelf impact and available in 10 x 40g servings, Flahavan’s Quick Oats Apple, Raisin and Cinnamon sachets are tasty and easy to prepare in the microwave in just two minutes. Flahavan’s has also introduced a new individual sachet format where consumers can use the free reusable liquid measure provided or simply pour milk or water directly into the sachet and fill to the splash line, making it the ideal portable healthy start to any day either at home or in the office.

Heinz range of Snap Pots and Squeeze & Stir soups provide quick solutions for consumers

Heinz range of Snap Pots and Squeeze & Stir soups provide quick solutions for consumers

Innovation in a pot

Through its Baked Beanz, pasta and soup brands, HJ Heinz has always delivered tasty, healthy and convenient snack foods. Ongoing investment by Heinz in this sector sees it set to remain a key player into the future by satisfying customer demand for convenience, choice and nutrition without compromising on taste or quality.

Heinz Snap Pots are ideal for consumers on-the-go who are looking for an even quicker way to enjoy Heinz Beanz and Spaghetti Hoops. The Snap Pot format offers four individual 200g portions of Heinz Beanz or Spaghetti Hoops that are ready from the microwave in just one minute making them ideal for busy families; and lunch and snack occasions, both at home and at work.



Heinz Squeeze & Stir is a revolutionary soup in a cup format recently launched in Ireland. Made from concentrated purée rather than powder, each recipe contains one of your five-a-day and has no artificial colours, flavours, preservatives or MSG. It’s also low in fat. The purée format delivers taste, consistency and goodness. Available in six varieties, the Heinz Squeeze & Stir range is available in handy, lightweight squeezable sachets, the perfect solution to a mid morning or afternoon snack.

Value to chilled snacking

Kepak Convenience Foods is driving category growth in chilled snacking and providing an incremental sales opportunity with the launch of Rustlers Noodle Pot Snacks. The new range brings ‘big brand value and quality reassurance’ to the chilled cabinet. The range offers an alternative to the Pot Noodle and initially will be offered in two variants; Chicken and Mushroom and Oriental Pork. Each 300g pack (RRP €2.99 ) comes with a fork and can be microwaved in two minutes.

With consumers going to the fridge for a snack twice as often as the cupboard, the opportunity is there for retailers to increase sales from the chilled selection. John Armstrong, Kepak Convenience Foods’ marketing director said: "The chilled market still needs to grow its share of the total microwaveable food market, providing profitable alternatives to lower value ambient products. Fast growing Rustlers is the brand to lead the way."


Oriental options

The food-to-go sector has expanded in recent years to encompass more variety. The rise in the number of people who consume sushi on a regular basis is an opportunity for retailers to boost business. Glorious Sushi was founded by food lover Tetyana Zhemerdyey. She has mastered the art of sushi making through various courses and practise. Tetyana believes that sushi should not only taste good, but represent a certain image of harmony. Glorious Sushi delivers nutrient-packed sushi throughout the South East.

Some of the range of Glorious Sushi

Some of the range of Glorious Sushi

The company uses only local fish, vegetables and seaweed for the sushi and it can be stored for just three days so customers are assured of its freshness. Glorious Sushi is against using any artificial preservatives, additives, flavourings or colourings. All products are 100% natural.

Sushi is a healthy alternative to some of the more traditional snack foods, packed with omega-3, protein and fibre and growing in popularity with consumers. The combination of local and natural ingredients has netted Glorious Sushi a number of awards including Blas na hÉireann Gold Medal 2011, Gold and Silver Medal 2012 and McKenna’s Guides 2013 award.


New noodles

Oishii Foods Ltd is a market leader in the food-to-go sector with fresh ready to eat sushi products. The company is about to launch Oishii Noodles, an exciting new range of Asian inspired chilled noodle meals. Founded in 2006 by Ciara Troy, the range brings fresh tasting, Japanese and Asian flavours to the Irish market. The business has grown from a market stall start-up to Ireland’s largest supplier of award winning sushi products – now supplying over 100 retail outlets in Dublin and Cork as well as catering for private events and foodservice. Other products in its portfolio include Vietnamese prawn sweet chilli spring rolls and the award winning Oishii teriyaki sauce.

The new range of Oishii Noodles, due to hit the shelves next month

The new range of Oishii Noodles, due to hit the shelves next month

The core ‘heat and eat’ Oishii Noodles range consists of chicken curry ramen; malay chicken laksa and a spiced chicken ramen. "We use Irish kombu seaweed harvested off Donegal to make the traditional Japanese dashi stock and the chicken is Irish, from west Cork," says MD Ciara Troy. With consumers now hyper-conscious of what is in their food, Oishii Foods has put thought and research into this range. Made in Ireland, the product ticks the boxes of a healthier, ethnic convenience food that is quick, tasty and perfect for heating and eating on-the-go.

Consumer research has showed an increased demand for single portion meals, for interesting flavours and a healthier meal solution. Oishii Noodles believes it provides that solution. The range will launch in May 2013 and will be supported with in-store promotions, sampling activity and creating consumer awareness through social media and other avenues.

Q&A with…

Susie Hill
Head of food-to-go, Cuisine de France

How extensive is Cuisine de France’s range of products within the food-to-go category?

The Cuisine de France food-to-go range encompasses both the hot food and chilled deli counters to offer a full solution to the retailer. The range is made up of over 300 products and covers traditional favourites such as the jambon, savoury slices and sausage rolls but we have responded to changing consumer needs and introduced a breakfast wrap, pizza, baked potatoes, warm chicken salads and a new range of Mexican spicy fillings to the range also.

What are the advantages for retailers of partnering with Cuisine de France?

We offer a full solution to our customers to maximise the opportunity within food-to-go. This solution includes;

  • Range – We offer a full range of high quality bakery, hot food and deli products to cover all of the different day parts and different consumer needs
  • Training – Our Centre of Excellence in Grange Castle is dedicated to driving quality and improving standards in store through product testing and benchmarking, quality assurance and training so that the staff in-store are fully equipped to offer the best in class when it comes to food-to-go. Last year we offered training to almost 500 deli staff
  • In -store execution – We can support the retailer in bringing their food-to-go offer to life with branded POS and a kit of parts that will make best use of the space available onsite
  • Support – Our category sales specialists operate nationwide to support the retailer with sales performance analysis, competitor performance, planograms and expert category advice
  • Delivery – We operate a direct to store distribution model and nationwide delivery system and our telesales operators are available six days a week

Are Cuisine de France’s products competitively priced compared to rival offerings?

Yes – we carry out regular audits on the market to ensure that we are competitively priced and strive to offer value to our customers at all times. We do not just deliver boxes; instead we offer a full solution to ensure our customers are maximising the sales and profit opportunity in these key high margin categories

How substantial an investment in marketing has Cuisine de France made in 2013?

Cuisine de France is constantly investing with retailers by offering a full solution to rejuvenate the food to go offer. We are committed to extending that investment through 2013 and are proud to be involved in supporting retailers.






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