Keep on running

The new Steam Pots are high in protein and are low in saturated fat and sugar

A number of clever food solutions have been created for time-pressed consumers, allowing retailers to grow their food on the go offering and giving the consumer increased choice, especially at lunchtimes

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Brand Central

AT A GLANCE: FOOD ON THE GO

• A new survey conducted by John West has revealed that nearly two-thirds of all workers (62%) dine at their desks at lunchtime most days of the working week
• The majority of workers (61%) also admit that the recession has impacted upon their lunchtime options and that they are now ‘more conscious of value as a result’
• If buying lunch out, over half of the respondents (54%) say they will spend less than €5, with only 10% prepared to spend €7 or more.
• John West has launched Steam Pots, a range of succulent tuna and nutritious couscous infused with herbs and spices
• Rustlers new Hot Naans range comprises Rustlers Jalfrezi Chicken and Rustlers Tikka Chicken and will be available from 7 April 2014

They say time is of the essence. And that is why the convenience food market is such a lucrative one. Consumers are constantly looking for the quickest and healthiest options for lunch, at a reasonable price point. Long commute times mean that people have less time at home to prepare meals to go so they are relying on their local store to stock a range of options for mid-week fare. A new survey conducted by John West has revealed that nearly two-thirds of all workers (62%) dine at their desks at lunchtime most days of the working week. If buying lunch out, over half of the respondents (54%) say they will spend less than €5, with only 10% prepared to spend €7 or more.

Sounds a bit fishy

A new survey conducted by John West has revealed that the majority of workers (61%) admit that the recession has impacted upon their lunchtime options and that they are now ‘more conscious of value as a result’. The biggest benefit of ‘al desco’ dining is seen to be its ‘cost effectiveness’, receiving 66% of the vote, with the biggest drawback (78%) deemed to be a ‘lack of a break from the working day’.

Not surprisingly, taste is the most important factor when choosing an ‘al desco’ lunchtime option, receiving 65% of the vote, with nutritional value also scoring high at 46%. If buying lunch out, over half of the respondents (54%) say they will spend less than €5, with only 10% prepared to spend €7 or more.

Conscious that consumers are looking for a combination of great taste, strong nutritional credentials and value for money, John West has launched Steam Pots, a range of succulent tuna and nutritious couscous infused with herbs and spices. Available in five flavours, the John West Steam Pots range is ideal for ‘al desco’ dining, as it simply requires the addition of boiling water for a warm, fast, filling and extremely flavoursome lunch.

Natasha Ginty, John West interim marketing manager, commented: "We have developed the Steam Pot range as a direct response to consumers’ desire for a tasty lunchtime option that also ticks the nutrition box. Steam Pots are high in protein and are low in saturated fat and sugar, making them the ideal option for today’s nutrition-conscious consumer. We’re delighted with the fantastic response so far and are looking forward to more people trying the Steam Pots range over the coming months."

The John West Steam Pots varieties are: Tuna Infusions with Coriander & Cumin and Lime and Coriander Couscous, with Basil and Sun-dried Tomato Couscous, with Chilli & Garlic and Spicy Red Pepper Couscous, with Soy & Ginger and Mushroom Couscous and with Lemon & Thyme and Tomato & Black Olive and have a *RRP of €2.99 each.

To celebrate the launch, the John West ‘SS Steam Pot’ Roadshow will be travelling across the country to Ireland’s top food and music festivals, allowing festival goers to trial the new range. To tie in with the roadshow, John West is holding an exciting competition offering entrants the chance to become the SS Steam Pot ‘first mate’ and win tickets to attend some of the nation’s best festivals including Electric Picnic, Body and Soul and Bloom, along with accommodation and dinner for them and a guest.

To enter the competition simply visit the ‘Become a first mate’ page at www.john-west.ie. The ‘al desco’ dining survey also revealed the following interesting statistics:

• Deli counters are the most popular option (65%) for those that haven’t brought a prepared lunch, with dining in a restaurant/coffee shop getting just 13% of the vote
• The vast majority of respondents (79%) have basic kitchen facilities (microwave, toaster and kettle) available to them in the workplace
• Over half (53%) of respondents say that they sometimes consider ‘al desco’ dining options when shopping at the weekend, but are usually only organised at the beginning of the week – never the full week.

In total, 100 respondents took part in the John West survey.

Rustlers launches hot favourites

Kepak Convenience Foods, the ‘hot, quick and tasty category’ champion, is launching the Rustlers Hot Naans range to tap into consumers’ growing interest in tastes from around the world. The range comprises Rustlers Jalfrezi Chicken and Rustlers Tikka Chicken and will be available from 7 April 2014. The products are made using chargrilled chicken and are served in a hand pulled naan with a sachet of sauce to deliver an authentic Indian taste.

John Armstrong, Kepak’s marketing director says: "The Rustlers Hot Naans range takes inspiration from Indian ready meals, the fastest growing section of the category. We’ve taken the two most popular Indian flavours* and developed these tasty products to enable retailers to offer shoppers their favourite Indian flavours in a convenient hot, quick and tasty format."

Rustlers’ target audience (16-34 year-olds) like trying new products, making Rustlers Hot Naans an ideal opportunity for retailers to generate incremental profits. The products use quality ingredients to deliver a tasty and substantial eat.

Rustlers, a EUR*95 million brand, is the UK’s leading hot quick and tasty product. Recent research has highlighted that seven out of 10 consumers prefer Rustlers** making it a must-stock for retailers. For more information telephone: 003531 8822 400 or check out www.kepaktrade.co.uk or Twitter:@kepaktrade

*(Source: Shopper data taken Oct Aug 2013 of RM ranking in Indian RMs)
**(Source: Independent market research with 322 consumers, Sept 2013. Seven out of 10 consumers prefer Rustlers to other micro burgers)

Research reveals category management can boost profits

Jenny Maybury of Category Solutions talks about new research conducted by Behaviour & Attitudes in order to gain a perspective on the needs of the Irish convenience and forecourt shopper. It focused on shopping missions and the reasons and purpose for consumers to shop. In addition, it examined consumers’ expectations and how their particular behaviour impacted the shopping experience. It also looked at how stores manage their categories.

According to Maybury: "Based on our new research and what we know as the leading category managers in Ireland, I can confidently say that there are significant profit opportunities being lost by convenience and forecourt retailers. However, the good news is that we’ve now got the insights to reverse that dynamic and create positive new revenue."

The research company selected a number of sample outlets around the country to represent typically average convenience and forecourt outlets. Interviewing shoppers both in-store and following their departure, post purchase, their findings presented the following challenges (and therefore profit opportunities for retail).

• Convenience is the driver – does the store facilitate convenience or are there blockages?
• Three minutes in store – the run in, run out phenomenon; how is it possible to get consumers to stop within a brief time to make additional purchases?
• The missions – is the store relevant? Essentially, is it fit for purpose? Does it do what shoppers expect and are we making the most of our categories to make it easy for shoppers?
• Store interaction – are the key profit categories visible enough? The deli is dead by 3pm – what are the options to change that? 
• Linkages – are category linkages being maximised?
• Change mindset – less is more when it comes to clutter that is just getting in the way; there’s also a strong argument for a less dominant emphasis on grocery.

Any retailer interested in hearing more about this research and how a new, improved category management plan could improve their turnover and profits should call Jenny Maybury on 086 1062909 for a non-committal first chat or by emailing her at jenny.maybury@categorysolutions.ie.

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