Sparkling stars of 2014!
Improved confidence among Irish shoppers is illustrated by a marginal return to growth for branded grocery products (0.3%), according to the latest Kantar Worldpanel grocery market share statistics. Here, we celebrate the brands that have ‘kept the faith’ throughout challenging times and continually delivered both value for consumers and all-important margin for retailers in 2014
Print12 December 2014
2014’s Best of the Year round-up celebrates the brands that have worked hard throughout the year to capitalise on Ireland’s gradual improvement in consumer sentiment and keep sales buoyant and growing. Our selection of bestsellers included below celebrates the manufacturers that have focused on new product development (NPD) in order to deliver sales-boosting innovations, as well as creating inspiring and effective advertising campaigns.
Year full of Inspirations
2014 has been a successful year for Birds Eye, Ireland’s number one brand in frozen food, with a brand re-launch bringing the new ‘Food of Life’ communications platform to life through an integrated media plan spanning TV, out of home, digital and press coupled with the rollout of a packaging redesign across the entire Birds Eye portfolio.
The 2014 high profile launch of the Birds Eye Inspirations range of premium Fish Chargrill and poultry products, targeted to attract new adult consumers, has been successful in extending the appeal of Birds Eye outside of kids/family tea time. With heavy TV and promotional support, the Birds Eye Inspirations brand is on track to deliver a market value at RSP of over €2m by the end of 2014 and will see compelling enhancements to the range in 2015.
The combination of new product launches, the brand re-launch and redesign and an effective promotional strategy has further established Birds Eye as the leading brand in frozen food with a 17% MAT value share (+1.6% vs last year) of total frozen*. Significant share gains for Birds Eye and its number one and strong number two brand rankings across the poultry, added value potato, fish and vegetable categories has contributed to this progression.
*(Source: Nielsen November 2014)
Ready to go!
Simple and effortless purchase and consumption solutions are still playing a major role in the food sector. This insight led Ferrero to introduce Nutella & Go!, a portable pack containing hazelnut and cocoa spread on one side and little breadsticks on the other. Its launch has exceeded expectations and has helped retailers to capitalise on the on-the-go occasion, broadening the consumption of Nutella. Spearheading the spreads market, Nutella is worth €4.3m in Ireland and has experienced strong growth of +9.8%*, making the brand perfectly placed to drive sales with this innovative launch.
The launch has been met with an unprecedented level of demand, which can only be attributed to consumers’ love for the brand. In the first 14 weeks in the UK market, Nutella & Go! has delivered £4.5m worth of sales** and momentum is not slowing. Nutella & Go! has also captivated the taste-buds of Irish consumers, already ranking within the top 10 selling single countline products***, after just 10 weeks in the market. This latest innovation is set to further accelerate the brand’s performance and forms an integral part of Ferrero’s ambitious growth plans for Nutella in Ireland.
*(Source: Nielsen Scantrack, Total Ireland Coverage, Value Sales (000’s), MAT TY w/e 2.11.14)
**(Source: Nielsen Scantrack, Total Coverage, Value Sales, 14 Weeks to 15.11.14)
***(Source: Nielsen Scantrack, Total Ireland Coverage, Value Sales, Latest 4 Weeks, w/e 05.10.14)
A real hero product
GSK, the maker of Aquafresh, strengthened its portfolio earlier this year with the launch of its Complete Care toothpaste range – developed to revive the everyday oral health category, which is the largest sector in the Irish oral health category.
Available in three variants, the products are boosted with active minerals that strengthen enamel, maintain healthy gums (with regular brushing) and give fresh breath. The introduction of new Aquafresh Complete Care coupled with the new sugar acid protection claim have increased interest in the oral health care sector and this has driven growth back into the category.
The launch of Aquafresh Complete Care was supported with a €500,000 integrated marketing campaign, which saw the introduction of the first ever oral health superhero, Captain Aquafresh. There is certainly a strong love for the brand; mums have grown up with Aquafresh and families love the iconic three stripes.
Embracing the chill
Ben & Jerry’s, the UK and Ireland’s number one luxury ice cream brand*, is introducing two festive flavours for the winter season – Minter Wonderland and Joy to the Swirled – available to retailers now, and set to bring excitement to the freezer aisles.
With tongue-in-cheek product names, Minter Wonderland brings the much requested flavour of mint chocolate chip to fans, whilst Joy to the Swirled adds a smooth, chunk-free creation to the flavourful Ben & Jerry’s family, with swirling caramel and chocolate fudge in Fairtrade vanilla ice cream, the most popular ice cream flavour in the UK and Ireland**.
Complete with a wintery makeover on their tubs, Ben & Jerry’s Minter Wonderland and Joy to the Swirled have an RRP*** of €5.35 and each case contains eight 500ml tubs.
*(Source: Nielsen Data September 2014, value sales)
**(Source: Kantar world panel: Usage data 12 months 2012)
***(Source: All prices quoted are recommended retail prices. Retailers are free at all times to set their own retail prices)
Maintaining momentum
Heineken Ireland has had a successful launch of Amstel Radler with numerous achievements and milestones met in 2014. Post its successful sell into key retailers in May, Heineken Ireland’s field sales team sowed the seed of the brand in-store where its distribution nationwide peaked at 92%. Over the summer the company exploded the brand with brand new TVC, OOH and online campaigns coming to life nationwide. In the off-trade the group had numerous activities including sampling in 180 stores, numerous events and co-packing a 15cl can inside packs of Heineken 20 bottle packs, which cumulated in 225k shoppers sampling the brand. What’s more, 700 floor displays were built in key accounts nationally.
Since the summer period Heineken Ireland has maintained its momentum from the launch with shopper data identifying that Amstel Radler brought new drinkers and switchers into the lager category from wine and soft drinks. The brand has exceeded its targets on trial and awareness throughout its fully integrated through-the-line (TTL) campaign.
The company says it is very optimistic for 2015 with strong Radler growth rates globally.
Healthy on-the-go option
Jacob’s, Ireland’s number one biscuit brand*, has an impressive array of family favourites including Fig Rolls, Kimberley, Mikado, Coconut Creams, Elite, Cream Crackers, Club Milk and Jaffa Cakes. It has been a very busy year for Jacob’s with a number of high profile launches.
Jacob’s Crispbreads were successfully launched during the summer. An ideal lunch option for those who care about having a healthy lifestyle but want a balance between being good and enjoying themselves. The oven-baked Crispbreads are a good source of fibre, have no artificial colours or flavours and are suitable for vegetarians. Available in two flavours, Original and Sesame, Jacob’s Crispbreads are perfect for people on-the-go, as they come in handy portion packs. Further new launches will arrive from Jacob’s soon.
*(Source: Kantar Worldpanel 52 w/e 27 April 2014)
Making lunchtimes more exciting
2014 recorded another strong sales performance from John West, retaining its number one brand position with 63% market share in the convenient seafood category (Source: AC Nielsen Scantrack – MAT value share – 5/10/2014).
As category leader, John West’s mission is to introduce innovative products that make consumers’ lunchtimes more exciting, especially considering nearly two-thirds of all workers dine at their desks most lunchtimes, are time poor and are looking for healthy convenience formats and full meal solutions.
2014 saw John West venture into the instant snacks category with the launch of Steam Pots. A range of tuna and nutritious couscous infused with herbs and spices that are high in protein, low in saturated fat and low in sugar.
Available in five flavours, the John West Steam Pots range is ideal as it simply requires the addition of boiling water for a warm, fast, filling and flavoursome lunch in five minutes.
John West invested over €1m to support the launch of Steam Pots in 2014. The fully integrated marketing campaign included TV, OOH, in-store and digital. The company’s most significant investment in terms of experiential activation was the John West Roadshow which sampled 10% of the population (400,000), with the objective of driving trial and stimulating purchase.
Exceeding all expectations
United Wine Merchants, the distributor of the Crabbie’s brand, successfully launched Lazy Jack’s – Ireland’s first American-style, cloudy apple cider in June this year and it has exceeded all expectations in terms of consumer feedback and sales volume.
Lazy Jack’s represented a major new proposition within the cider category, offering a clear alternative as a refreshing apple cider appealing to 22 – 30 year old consumers.
Inspired by the heat of the Mississippi summer, Lazy Jack’s has drawn on American trends with a striking green 12 fl. oz. (355ml) bottle, containing a quality cloudy cider with ultimate refreshment and a real apple hit.
2015 will see up-weighted investment behind Lazy Jack’s with sampling support across the on and off-trade and events plus a digital campaign including Facebook, Twitter and Instagram pages. Contact UWM for more details at sales@unitedwines.co.uk or 0044 2838316555.
Flavoursome and filling healthy treat
Nüsli is a brand new Irish food category that is a tasty, healthy combination of award winning Irish yogurt, wholegrains, fruit pieces, almonds, hazelnuts and pure unfiltered apple juice, all already mixed in one convenient pot, yet without going soggy or gloopy. Nüsli (www.nusli.com) launched in February of 2014 and won the overall “Best New Product” award at the recent Irish Food Awards.
Based on an old Swiss alpine recipe called Bircher Muesli, it comes in three different varieties (Nüsli with Blueberries, Apple and Blackberries, and finally Multiberries).
Nüsli is for people who care about what they eat and yet are very busy and need a convenient healthy option for breakfast or an on-the-go snack. Nüsli is nutritionally balanced and has less than half the level of sugar found in a typical fruit yogurt or granola bar.
Nüsli has also designed a unique, convenient container. It comes with a spoon already included, is re-sealable, can fit in a car cup holder and is also neat to use at a desk or on-the-move. For the retailer, the distinctive pack has real shelf “shoutability” and can be stacked vertically or displayed on its side. It comes in shelf ready cases of six. Nüsli is currently sold through Musgrave (Centra and SuperValu), BWG (Spar), Londis and Pallas Foods.
Let them eat cake!
This year saw O’Haras of Foxford unveils a major re-launch of its popular cake range. The move follows considerable consumer research into the cake category with a view to bringing new impetus to the category by encouraging more consumers to purchase cake. The new range includes new sizes, new improved recipes, and new variants. The existing favourites including Foxford Lunch, Farmhouse Fruit, Madeira, Tea Brack and Porter Cake, are now accompanied with new variants Chocolate, Cherry and Ginger. The range is accompanied with a brand new look featuring bright, attractive packaging.
The re-launch also includes some exciting new Christmas products, Forbidden Fruit, Tipsy Cake, Iced Segment and a Luxury Fully Iced Boxed Christmas Cake – a traditional taste of Christmas.
Super concentrate for on-the-go
Now consumers can enjoy the taste of Robinsons while on-the-go. Robinsons Squash’d is a super concentrate which is added to water, ideal for a pocket or handbag to enhance healthy hydration when outside of the home.
Each bottle can be mixed with water to make 20 great tasting drinks anywhere at any time. It is available in three low calorie flavours made with real fruit juice to suit all tastes – Apple & Blackcurrant, Orange & Peach and Summer Fruits.
Ground breaking innovation in yogurt
In July 2014, Kerry Foods revolutionised the yogurt category, with the launch of the new Yollies yogurt lollies.
Yollies was born out of strong consumer insight from the dual audience. Parents are looking for something healthy that can go into school lunchboxes. Primary school kids want something cool, that is “yummy”, and they can eat quickly to get outside and play.
Yollies are a first to market yogurt lolly in the chilled category, packaged in convenient, stay-fresh pods. They are made with real fruit puree, contain no artificial colours, flavours or preservatives, and are a source of calcium and vitamin D.
Yollies come in three flavours – Raspberry, Strawberry and Apricot, with each Yollie pod featuring one of 16 individual characters with collectable keyring sticks, each having an individual letter for kids to collect their names.
Yollies exceeded all sales targets for 2014 achieving 4.8% of category sales* and have already reached category penetration of 10%**. A heavy support package is planned for 2015 with TV, cinema, digital, on-pack promotions, sampling and exciting NPD.
*(Source: Dunhumby Time Period: 12 Wks Ending 28 Sept 2014)
*(Source: AC Nielsen ROI Market Data; MAT September 2014)
Knocking it out of the park!
A real India pale ale, Knock Knock Ned has 6.5% ABV. This IPA has a perfect balance of sweetness and bitter hops. With initial tones of citrus like fruit followed with a caramelised pallet, this IPA is considered a strong hoppy IPA. Ned’s IPA is however balanced with three types of speciality malts. Rich hops, Cascade, Target and Hallertau give this IPA a distinct and unique flavour.
Knock Knock Ned India Pale Ale is available in a four x 330ml pack with a recommended retail price of €8.99.
For further details, contact the Rye River Brewing Company on 01 628 7255.
Mornings just got a whole lot better
New Weetabix breakfast drinks are specifically designed to provide what you need at breakfast and are packed with the protein, energy and fibre of a typical Weetabix cereal with milk, so you can be sure it’s a great start to the day when you don’t want to stop.
Weetabix is constantly looking at how consumers get their breakfast. Over the last few years the number of people skipping a bowl and spoon breakfast has risen, so it has launched “On The Go” to provide an option. Some eat nothing in the morning; many eat foods not made for breakfast, while others snack across the morning. They generally have one thing in common – a feeling that they haven’t given themselves the best start to the day.
The new breakfast drinks deliver what you need from a decent breakfast in a deliciously smooth chocolate, vanilla, strawberry or banana drink. Available in 250ml resealable bottles, grab it, drink it, bin it and get on with the morning knowing, and feeling, like you’ve had a good start.
Zero sugar just got tasty
Club, the number one Irish soft drink and Ireland’s most popular citrus drink*, with a proud heritage dating back to 1930, brought excitement to the soft drink category last summer by introducing a range of Zero Sugar drinks – Club Zero.
Club introduced Club Zero across a number of key formats including PET and cans. Club Zero was also launched in two different flavours, an Orange variant and a Raspberry variant. To date over 2.8 million bottles have been sold and there has been a very positive reaction from the consumer to the products. Staying true to its roots, Club Zero is made with real fruit and maintains the bits in the liquid – without the sugar. The range includes a 500ml bottle, a 2L bottle and 330ml by six multiple pack can format. As part of the launch Club introduced a disruptive €1 euro flashed 440ml can in ROI and 79p 440ml in NI – these cans are the first of their kind in the citrus category. With a combined marketing investment of well over €1m, the launch was supported above-the-line (ATL) through a new TVC, digital, outdoor and below-the-line (BTL) through proximity advertising and high impact in store activation. The Club TVC through El Zero “The Fruit Whisperer” really caught the imagination of its target audience and racked up over 210,000 hits online. The brand states there has been an amazing reaction on Twitter with over 2.34 million impressions recorded, coupled with consumers actually videoing themselves re-enacting the TVC. The brand has and will continue to engage with its target audience with a heavyweight sampling campaign. By launching the Zero Sugar range Club is helping to give the consumer more choice resulting in category growth in Citrus. To close out the year Club Zero has won Best New C-Store Product Launch in 2014 at the ShelfLife C-Store Awards which it really values as this award is voted by the retailer.
*(Source: Nielsen Nov’14 MAT Citrus)
Fans 0
Followers