Spread a little hapiness
NPD focussed on delivering premium quality, and even greater convenience, has created growth in preserves, spreads and condiments.
9 February 2010
THE RECESSION has created new opportunities for spreads and preserves, as consumers are increasingly opting to make their own sandwiches for lunch. Likewise, condiments offer consumers a quick and inexpensive means of adding real flavour to any meal.
According to market analyst Mintel, sales of honey and chocolate/nut spreads have been particularly buoyant of late in sweet spreads, while in savoury spreads, chilled spreadables, such as sandwich fillers and pâtés, account for the bulk of sales. Yellow fats are also expected to benefit from the projected strength in sales of bread and the rise in home cooking during the downturn.
Furthermore, while spreads have posted healthy growth in recent years, butter continues to gain ground, as do low/no-sugar and all natural variants. Butter has benefited from consumer preference moving in favour of balanced diets and natural foods, and the strong performance of some of the leading brands. The market for indulgent jams and spreads has particularly benefited from the premiumisation trend, with NPD centred on value-adding propositions such as ‘more,’ ‘rich,’ and ‘luxury,’ driving growth.
Maman knows best
Bonne Maman, the premium French jam has full distribution throughout Ireland and has seen an impressive 25% growth year to date. For many years Bonne Maman has been the leader in its market with a continuing strategy to sustain growing consumer demand.
Bonne Maman by its unique design and ‘home made’ image is the only jam brand, according to manufacturers, that truly stands out in-store and appears very attractive to the consumer who is automatically attracted to the product. Irish consumers are trading into premium offerings in jam with an emphasis on quality and Bonne Maman jams boast a minimum of 50% whole fruit per 100g of jam product.
Bonne Maman is available in strawberry, apricot, blackcurrant, blackberry, raspberry, peach, damson plum, berries and cherries, wild blueberry, orange marmalade and mandarin marmalade flavour. Bonne Maman Jams are a 100% natural product and are free from preservatives, flavouring and colouring.
Bonne Maman’s success will continue into 2010 with a heavyweight national promotional campaign.
Buzzing about honey
Boyne Valley Honey has been available to Irish consumers for almost 50 years and is the most popular brand of honey in Ireland. Boyne Valley Honey is 100% pure and natural. It is available in a range of formats from the 250g Bizzy Bee kid’s squeezy up to the 907g jar. The 250g squeezy has been specifically developed with young consumers in mind and features the ‘Bizzy Bee’ character.
The latest launch, Boyne Valley Manuka Active 15+ Honey, is available in 330g jars. Manuka Honey is one of the key drivers of growth in the honey category with consumers recognising the various health benefits. The Boyne Valley Manuka range also includes Boyne Valley Manuka Active 10+.
Also new from Boyne Valley Honey are a range of varietal honeys in 350g squeezy including Organic Acacia, Wildflower, and Eucalyptus.
Panda eyes a winner
Panda chocolate spread has always been a real favourite with Irish households, but now the range has been updated with a brand new look and new recipe. This range includes Superb Chocolate Spread, Hazelnutty Chocolate Spread and Tongue Twisting Two Tone Spread. The eye catching packaging is sure to appeal to children.
This new look will also feature on the Panda Peanut Butter range. Panda Peanut Butter comes
in three flavours, smooth and crunchy and new extra crunchy which are available in both a 1kg and 510g jar. Panda peanut butter has a special recipe to give an authentic American style taste.
Panda Dippers will form a new addition to the Panda range. These pots include mini crunchy breadsticks and hazelnut and vanilla dip. Available in a four pack, Panda Dippers are sure to be a hit for school lunchboxes, picnics and handy treats.
Squeezing out more sales
Lakeshore has recently launched its latest brand extension, its new range of ‘squeezable’ products that match the current consumer demand for ease of use and maximum convenience at affordable prices. Lakeshore was launched in 1982 and since then its range of condiments have been renowned with consumers who have long enjoyed top quality dressings, marinades, mustards and sauces. Lakeshore’s reputation for quality and detail in product formulation and production is continued with the new ‘squeezable’ range of products, which the brand claims uses only the finest quality ingredients. The continuing popularity of Lakeshore products with consumers equals great business opportunities for retail stockists. The new range will be backed by media and in-store extra fill promotions, and aided by updated display units that will maximise its in-store visual impact.
Lakeshore Tantalising Tomato Ketchup is made from juicy tomatoes, available in upside down squeezable bottles, in a range of sizes from 470g to 1050g. And while brown sauce has long been a family favourite, Lakeshore’s new variant has extra ingredients that set it apart from other brown sauces making it tasty and tangy; available in both 470g and 700g sizes.
With the salad cream market in growth, Lakeshore’s new salad cream available in a 410g size is a winner with a creamy and full flavour. Hot and spicy sauces are always a favourite with Irish consumers and with sales of flavoured sauces also in growth, Lakeshore Fiery Chilli sauce, available in a 450g size, is performing well.
Lakeshore Marvellous Mayonnaise is also available in an ergonomic, easy to use 280ml bottle size. Lakeshore has long been prized for its mustards. Now four different mustards are available in the squeezable range. Lakeshore Wholegrain Mustards with Honey is a crunchy mustard, bursting with flavour with a twist of honey for a naturally sweet taste, available in a 210g pack.
Lakeshore French mustard meanwhile is very smooth, with a mild flavour and tastes like a real Dijon mustard should, available in a 210g pack. Lakeshore Extra Hot Irish Mustard has an intensely spicy taste, ideal on any sandwich, and available in a 220g pack.
Going for gold
Dairygold is the market leader in the butter and spreads category, with 22% market share (AC Nielsen November 2009) and with a loyal customer base, it’s a firm family favourite.
The pillar of the range is Dairygold Original, the premium dairy spread, made with all natural ingredients and a cream uniquely churned in the traditional way for a better taste. Dairygold Original is available in 1lb. 1/2lb and 2lb tubs.
The Dairygold brand has had extensive advertising and marketing support, with TV presence throughout the year, as well as radio, press and outdoor advertising.
Sponsorship of the Today FM Weather also gives the brand a regular, high-profile presence on Ireland’s airwaves.
2010 will continue the strong levels of advertising support, complimented by promotional and below the line activity to ensure the continued growth of the brand.
LowLow’s high standards
It has been busy start to 2010 for LowLow, and a full schedule of activity sets the scene for an exciting year for the brand. January has seen LowLow active across television, radio, in-store and consumer press.
Whether they are enjoying LowLow dairy spreads or LowLow cheese, January is a natural time for consumers to enjoy LowLow, with twin benefits of health and taste making it an easy choice for a fresh start to the year.
LowLow’s TV advert has proven popular with consumers, following the mouse who defies thousands of traps for the taste of LowLow. The fact that the cheese is a third less fat than full fat cheddar keeps the mouse light enough to defy gravity and escape. This offers a strong platform for the brand, with a survey of 443 Irish people showing 75% believe LowLow tastes as good as full fat cheese.
In other activity, radio competitions aired across national and regional radio stations and press advertorials were complimented by a full promotional schedule and sampling in stores.
Currently valued at E11 million, LowLow is one of the biggest brands in the spreads category (AC Nielsen November 2009). The brand’s success lies in the fact it offers an easy choice for consumers who want a balanced lifestyle. It is the only spreads brand that offers the benefits of lower fat while still having all the buttery melt and taste. LowLow spreads offer consumers a variety of health benefits across its range.
LowLow Original has all the buttery taste yet only half the saturates of butter. Its buttery taste makes it ideal for a healthy lifestyle, and the original healthy dairy spread. For healthy hearts, natural plant sterols active in LowLow Lower Cholesterol are clinically proven to lower cholesterol. LowLow Omega delivers the health benefits of an omega spread and delights on taste.
The LowLow retail brand is supported by a strong presence in foodservice, with LowLow minis reinforcing the brand’s positioning in consumers’ minds. The convenient pack keeps LowLow top-of-mind for consumers as the number one healthy spreads option.
LowLow will continue to invest in spreads throughout 2010, communicating above and below the line with consumers seeking the easy choice for a balanced lifestyle.
Sales provide golden glow
Connacht Gold continues to grow as Ireland’s favourite butter driving value and volume sales. The brand is up +7.2% in value and +11% in volume, in the yellow fats category ahead of total category performance. In fact the category overall is down -5.8% in value and -1% in volume sales, according to AC Nielsen data. (AC Nielsen Scantrack 29 Nov 2009 MAT). Connacht Gold’s recent investment in new packaging on its Low Fat Butter and Softer Butter products are attracting new consumers into these product offerings. In late 2009 Connacht Gold launched a new range of chocolate spreads in 150g tubs.
These new spreads available in Chocolate & Honey and White Chocolate & Honey varieties, are ideal for snacks and treats for all age groups at any time of the day or can be used as a topping on birthday cakes. An intensive below the line marketing campaign will be used in 2010 to drive sales of this new range Connacht Gold. Also new in 2010 is Connacht Gold Spreadable. Made with Connacht Gold butter and vegetable oil, the company expects this new product to further drive butter category sales n