With manufacturers working hard to promote the health credentials of the frozen category in recent years and offering ever more enticing NPD, make sure your store isn’t left out in the cold by failing to stock the bestselling ranges in your freezers
15 January 2015
AT A GLANCE: FROZEN FOODS
- McCain Foods continues to be Ireland’s number one frozen potato brand, accounting for a 38% value share*
- McCain Home Chips has sustained its position as Ireland’s favourite chip, with over 40% household penetration.
- Birds Eye is Ireland’s number one brand in frozen food**
- To date, Birds Eye’s brand relaunch coupled with an effective promotional strategy has further established Birds Eye as the leading brand in frozen food with a 17.1% share (+1.6% vs last year) of total frozen**
- Birds Eye has number one and strong number two brand rankings across the poultry, added value potato, fish and vegetable categories
- Donegal Catch, Ireland’s number one frozen fish brand, has maintained its position as the brand leader in the frozen fish sector with a 28.6% market share***
- Green Isle continues to be the number one frozen vegetables brand with a 36% market share****
- Green Isle is the number one brand in potato croquettes, wedges and hash browns****
- Green Isle achieved a number 21 position in the 100 Kantar Master Brands at home 2014 report
*(Source: Nielsen Scantrack Total Potato Brand Share in Mults, MAT, Value 3 November 2014)
**(Source: Nielsen November 2014)
***(Source: Kantar Worldpanel (52 weeks) October 2014)
****(Source: Kantar – Product % Category value 7 Dec 2014)
In recent years, consumers have turned to the frozen food category in order to minimise waste and pay lower prices. Frozen foods are perceived as having “locked-in” nutrients, as both manufacturers and retailers have worked hard to re-build the image of frozen foods. Manufacturers have responded to consumer demand for healthier products by emphasising the health benefits of their products such as omega-3 in fish products and by cutting down on the amount of fat and salt in their ranges.
2015 brings more Happy Days
Building on its successful new marketing platform, “Happy Days” with a focus on four key category growth drivers – ‘Easier family meals’, ‘conversion from homemade potato’, ‘made for two’ and ‘sharing at home’ – McCain Foods continues to dominate as Ireland’s number one frozen potato brand, accounting for a 38% value share*. McCain Home Chips has sustained its position as Ireland’s favourite chip, with over 40% household penetration.
The Happy Days campaign, which has been upweighted with the addition of the sponsorship of the Dermot and Dave show on Today FM, is running again from January onwards with heavyweight advertising for McCain Chips, which fits into the ‘easier family meals’ strategy, showcasing the joy and excitement of having chips for tea. As part of the same strategy McCain also launched a programme of exciting NPD in 2014 including McCain Quick Cook Fries, which take just five minutes in the oven. There are further and innovative NPDs planned for the coming months, which will tap into the category growth drivers.
The ‘conversion from homemade potato’ activity will feature substantial support for McCain Oven Baked Jacket Potatoes which continue to add incremental category growth and bring frozen potato to centre of plate for lunchtime and snacking occasions. Support will include TV, press, outdoor, radio, online advertising and in-store signage.
The ‘sharing at home’ strategy featuring the McCain range of wedges flavours (including Lightly Spiced, Sea Salt & Cracked Black Pepper, Mexican and Garlic wedges) continues to be supported by Film 4 sponsorship with online competitions, outdoor, press, in-store signage and further NPD planned in 2015. While McCain Gorgeous Chips and Roast products are ideal products to drive growth within the ‘made for two’ strategy, particularly with consumers eating in more, and tapping into occasions such as Valentine’s and Easter.
McCain will yet again be unmissable over the next 12 months, with not only the Happy Days €1.5m campaign, but with additional plans to grow the category by changing the way it talks to and inspires consumers. Through its heavyweight media investment and promotional plan the brand is committed to significantly growing the frozen potato category.
*(Source: Nielsen Scantrack Total Potato Brand Share in Mults, MAT, Value 3 November 2014)
The Food of Life
Birds Eye, Ireland’s number one* brand in frozen food, embarked in 2014 on a brand relaunch with the objective of transforming consumer perceptions of frozen food from ‘fall back to first choice’.
The ‘Food of Life’ communications platform, launched in early 2014, will continue with a heavyweight integrated media plan spanning TV, out of home, radio, digital and social media throughout 2015. The campaign will individually support key Birds Eye core and NPD ranges including Fish Fingers, Chicken Grills, Inspirations and Steamfresh.
The Birds Eye portfolio has also undergone a packaging redesign. The new packaging complements the ‘Food of Life’ platform by reflecting the same warmth and personality whilst continuing to demonstrate the versatility of the range. Individual elements of the redesign include a centrally-placed, pared back logo, ease of identification of products and varieties and close up food imagery to support appetite appeal. The redesign creates clear standout and recognisability for the Birds Eye brand at the point of purchase in-store and in increasingly important e-commerce shopping environments.
A green Captain Birds Eye is also included on-pack to depict the Birds Eye/Iglo ‘Forever Food Together’ sustainability initiative aimed at tackling food waste, healthier meal choices and responsible sourcing and preparation of products, through highlighting the key role that freezing and frozen food can play as a way of both preserving more food and reducing food waste.
To date the brand relaunch coupled with an effective promotional strategy has further established Birds Eye as the leading brand in frozen food with a 17.1% share (+1.6% vs LY) of total frozen*. Significant share gains for Birds Eye and its number one and strong number two brand ranking across the poultry, added value potato, fish and vegetable categories all contribute to this progression.
*(Source: Nielsen November 2014)
Ireland’s favourite fish brand
Donegal Catch, Ireland’s number one frozen fish brand, has maintained its position as the brand leader in the frozen fish sector with a 28.6%* market share.
As well as being the number one brand in the breaded fish category, Donegal Catch offers consumers a comprehensive range of products across all frozen fish segments including battered, chunky, natural, scampi and fish fingers. Donegal Catch has something for all the family to enjoy, with solutions for all meal occasions – from light bites and family meals to sharing and snacking.
Irish consumers are very discerning in choosing their frozen fish brand. Recent trends indicate Irish consumers continue to seek more natural and local products when purchasing food groceries. Health and wellness credentials are also strong consumer frozen fish purchase motivators when buying fish. These trends bode well for the future of Donegal Catch as the only brand sourcing 100% natural fillets, using one single prime fillet with no forming or moulding allowed.
2015 will be an exciting year for Donegal Catch. As well as a new look packaging design focusing on creating appetite appeal and bold new colours to denote different species, the Donegal Catch Speciality range will be extended and re-launched in early 2015 as ‘Creations’. A range of added value fish products, Creations takes the hassle out of preparing a weekend evening meal or midweek treat. New product development and innovation will be key for 2015, bringing new and exciting products to the market for the main meal and kids segment.
Donegal Catch will launch a new media campaign during 2015 supporting new product development as well as strong proven promotions. This coupled with exciting in-store theatre is designed to drive people to the frozen aisle and the Donegal Catch brand, driving new sales growth for the frozen fish category.
*(Source: Kantar Worldpanel (52 weeks) October 2014)
Beat the mealtime brain freeze
Green Isle continues to lead the way in the frozen food category by offering a healthy and tasty range of vegetables, chips, potato products and garlic baguettes, giving Irish families a solution for all dinnertime dilemmas.
Green Isle continues to be the number one* frozen vegetables brand with a 36% market share. The ongoing ‘Buy any two for €2.50’ promotion continues to offer shoppers great value for money across the core vegetable range. Green Isle’s strength in frozen vegetables can be seen by the number of number one positions held across the category e.g. across broccoli, peas and sweetcorn. Green Isle continues to create a stir in the frozen vegetable category with the recent launch of a range of Thai flavoured vegetable curries, convenient for today’s consumers who are looking for quick and healthy meal solutions.
Green Isle also offers a range of convenient Oven and Fry chips which are tasty and gluten free. Building on the success of Green Isle Skinny Cut Chips, its range of chips has been extended to include a new Green Isle Skinny Cut Spicy Chip with a mild paprika coating and is suitable for all the family. Also new from Green Isle is Carrot & Parsnip Chips, a tasty vegetable alternative to classic potato chips which delivers a slightly sweet taste that everyone loves.
Green Isle is also the number one brand* in potato croquettes, wedges and hash browns. The Green Isle range of potato wedges has also been extended to include two exciting new products. Due to increased demand for high quality, gluten free products, Green Isle has introduced Green Isle Lightly Spiced Wedges, the first frozen gluten free potato wedge on the Irish market. Green Isle has also introduced one of the nation’s favourite flavours to wedges with tasty Green Isle Salt & Vinegar Wedges.
Green Isle’s number 21 position in the 100 Kantar Master Brands at home 2014 report confirms that Green Isle is a clear favourite in Irish households and is a must-stock range for freezers around the country.
Watch out in-store for new and exciting dinnertime ideas from Green Isle in 2015.
*(Source: Kantar – Product % Category value 7 Dec 2014)