Sadie’s Kitchen: Convenience without compromise

Sarah Kiely founded Sadie's Kitchen Comforting Bone Broth in 2015

To mark the arrival of Sadie's Kitchen's latest offering, we spoke to the brand's founder to learn about the benefits of this highly versatile product, which singlehandedly created a new segment when it was launched in 2015.

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15 October 2019 | 0

Q: Sadie’s Kitchen first emerged as part of Dragons’ Den, what kind of growth has the brand experienced since then?

Our initial growth originated through SuperValu’s Food Academy programme, but Dragons’ Den was an amazing platform that brought us to the attention of the masses. At the time, bone broth was a new concept that no one else was doing! For many people, Dragons’ Den was the first time they had heard of it and its many benefits. There was huge demand for our products, practically overnight, and that has continued to rise. We are now listed in over 300 stores, including Dunnes Stores and SuperValu, as well as many beautiful artisan, independent and health food stores. The global bone broth market is growing and predicted to exceed $2.8 billion by 2024*. This represents an opportunity for us to continue growing the category we created in 2016. Consumers and retailers want innovative products and that’s exactly what Sadie’s Kitchen brings to the table.

*(Source: marketwatch.com)

Q: Tell us about the development of your new beef bone broth, and its benefits for consumers

Launching a beef bone broth was a natural progression for Sadie’s Kitchen, but we wanted to develop a product that we really believed in. Our ethos is rooted in producing excellent quality without any preservatives, but without any compromise on flavour. We worked really hard on creating a beautiful, rich bone broth that delivers all the goodness and flavour our customers have come to expect from Sadie’s Kitchen. Just like our chicken bone broth, we use only the finest Irish produce. Our beef is slow-cooked for 24 hours and is 100% fully traceable to Irish farms, along with fresh Irish veggies and herbs. We create beautiful produce on this island, and we want to support and utilise that. It’s a terrific alternative to salt-laden stock and is perfect for soups, stews and beyond.

Q: What sort of marketing is planned for Sadie’s Kitchen in the coming months?

We have a really exciting few months ahead, including a cookery appearance on Virgin Media’s Ireland AM showcasing some of the beautiful recipes possible with our products. Dedicated in-store tastings will resume from October to support our new launch and our dedicated digital team is rolling out great content that the customer and retailer can utilise as we continue to educate the customer on our range and its benefits, as we continue to drive innovation in the chilled category. We love to connect with our customers directly via social media. We regularly ask for feedback from our customers and we use that feedback to shape our plans going forward. It’s a great way to get small rounds of market research done, as our audience is growing and gives us great stats and insights for the brand.

Q: What plans are afoot for Sadie’s Kitchen for the rest of 2019 and beyond?

We are working towards exporting into European markets. Our reputation is growing within the foodservice industry, having worked with some wonderful brands and expanding our offering to more listings. There is a big NPD focus for us for 2020 and the team is diversifying the range on some really exciting, first-to-market products. We are constantly striving to create delicious products that are true to our ethos, with the modern consumer always at the forefront of our mind.

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