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The Core offers two Fairtrade flavours with sauce running through its middle to create a taste sensation

ShelfLife celebrates the hero products of 2012 that have reinvigorated and renewed growth within their categories, achieved maximum advertising impact with consumers and driven sales forwards for retailers

Brand Central

18 December 2012

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AT A GLANCE: BEST OF THE YEAR

Casa di Mama by Dr. Oetker has helped drive overall share this year for the Dr. Oetker brand, which has grown by nearly 10% in value sales and now holds 19.0% value share (Source: AC Nielsen Scantrack 52 w/e 4 November 2012)
Since its launch in October 2011, 320,000 Irish households have bought over one million Casa di Mama pizzas for their families (Source: Kantar 52 w/e 30 September 2012
Ben & Jerry’s newest flavour, The Core, has benefited from a media investment of €900,000 which included outdoor, sampling and PR
Ben & Jerry’s The Core was the largest in-home launch in 2012 with sales to date reaching a €1.39 million (Source: Nielsen, 2012) and Facebook growth of 35%
As part of Ben & Jerry’s ‘Unfairly Desserted’ flavours campaign, the Ben & Jerry’s app was visited 440,000 times and consumers across Europe cast over 140,000 votes to crown The Vermonster their favourite flavour
Birds Eye is Ireland’s number one frozen poultry brand, with 46% market share*
Birds Eye is the number one brand in ‘family grills’ with 54% market share*
*(Source: AC Nielsen MAT value sales data up to 7 October 2012)
Extra remains the fastest growing gum brand in Ireland with 13% YTD sales growth (Source: AC Nielsen value sales November 2012)
Extra Strawberry continues to deliver incremental sales and has broken through the €1 million sales threshold (Source: AC Nielsen value sales November 2012)
The Extra Ice White range continues to perform well, accounting for 31% of Extra Ice sales (Source: AC Nielsen value sales November 2012)
Bulmers has introduced a new Bulmers Original 500ml bottle to the off-trade market
Research has shown a strong desire amongst consumers for a glass bottle alternative to a 500ml can (Source: Behaviours and Attitudes, Quantitative and Qualitative Research, Cider Buyers 2011)
Kelkin was first to market with a unique gluten free Sourdough bread
The fully coated segment of the biscuit market in achieving +7% growth in value and is worth €15 million in annual sales (Source: Extended Scantrack May 2012, Kantar Biscuits May 2012, Data on File)
Jacob’s Elite continues to drive the sector with 32% value share, growing 15% and 21% in volume annually
The Jacob’s Elite range has captured 134,000 new consumers over the last year
In consumer research taste tests, 85% of consumers indicated they would purchase Jacob’s Elite Choco Mouse after tasting the product
Since its launch in March 2011, Juicy Drench has achieved 10% share of the adult OTG, RTD category *(Source: AC Nielsen MAT Nov 2012, OTG Adult RTDs)

ShelfLife‘s Best of the Year Round-Up celebrates the brands that have worked hard throughout 2012 to beat the recession and keep sales buoyant and in growth. The magazine is shining a spotlight on the manufacturers that have persisted in not relegating new product development (NPD) into the shadows during challenging economic times, but have instead delivered sales-boosting innovations.

Our Best of the Year feature likewise highlights the advertising campaigns that have truly struck a chord with consumers throughout the year, as well as those brands and companies that have worked alongside retailers to deliver value for money for consumers while simultaneously offering a healthy margin for their valued trade partners.

The Core offers two Fairtrade flavours with sauce running through its middle to create a taste sensation

N-ice scoop for Ben & Jerry’s

2012 saw the launch of Ben & Jerry’s newest flavour creation – The Core. The range features three ‘explore the core’ flavours – Karamel Sutra, Berry White and Dough-ble Whammy. The Core combines not one, but two favourite Fairtrade flavours in a tub with a core of what Ben & Jerry’s describes as an "udderly delicious" sauce running through it, for the ultimate taste sensation.

In June, Ben & Jerry’s took to the road on the ‘Core Crusader’ spreading peace, love and ice cream to the masses with the Core Tour. Returning to its ‘fans first’ ethos, the Core Tour focused on fun and engaging grass roots sampling to connect directly with ice cream lovers. Seven days, six counties, and 18 stops later, the Core Tour reached out to 20,000 ice cream fans. Throughout the tour, fans could win the opportunity to have the Core Crusader call to their door through an innovative Facebook app, all they had to do was tell Ben & Jerry’s why they deserved the chance to have it call to their home, workplace, or community.

With a media investment of €900,000 which included outdoor, sampling and PR; the Core was the largest in-home launch in 2012 with sales to date reaching €1.39 million* and Facebook growth of 35%. The Core brought fresh excitement to freezers nationwide but what doesn’t change is Ben & Jerry’s commitment to value led sourcing – from sustainably sourced dairy to Fairtrade certified ingredients. ‘The Core’ offers a double whammy of guilt free enjoyment and flavour for Irish fans.

The Core flavours are available nationwide in 500ml tubs. (RPS: €5.99)

Explore the Core at www.facebook.com/BenandJerrysIreland and www.benjerry.ie.

*(Source: Nielsen, YTD 4.11.12, Value sales, Total Scantrack ROI, Take home)

With over 140,000 votes cast during Ben & Jerry’s ‘Unfairly Desserted’ flavours campaign, The Vermonster was judged the winning flavour

Vermonster crowned fans’ favourite flavour

The public cast votes in their thousands and brought Ben & Jerry’s The Vermonster to Ireland. The ‘Unfairly Desserted’ flavours campaign in 2011 saw Ben & Jerry’s bringing the winning flavour, The Vermonster, to Irish freezers in 2012. The ‘Unfairly Desserted’ flavours campaign featured an innovative Facebook competition that allowed European fans to vote for their favourite from a choice of eight flavours, which had been ‘desserted’ on a virtual island. The Ben & Jerry’s app was visited an impressive 440,000 times and flavour fans across Europe cast over 140,000 votes during a 60 day campaign, to crown The Vermonster their firm ‘flavourite’.

Vermont is the state where it all started for Ben & Jerry’s back in 1978 which the brand believes makes it the perfect match with another famous export from Vermont – the finest maple syrup. According to Ben & Jerry’s, The Vermonster sees Irish flavour fans scooping, skimming and digging through a mix of maple syrup, tasty caramelised pecans and the sweetest caramel swirls.

The flavour is available in Ben & Jerry’s Scoop Shops nationwide and in 500ml tubs (RPS: €5.69) and can be found in freezer aisles of supermarkets around the country.

For all things Ben & Jerry’s, visit http://twitter.com/benandjerrysIRL and http://facebook.com/benandjerrysireland.

Birds Eye has created new flavour varieties, including Garlic & Herb and Light & Crunchy Chicken

A teatime legend

To ensure consumers are never short of ideas at teatime, this October, Birds Eye, Ireland’s number one frozen poultry brand, with 46% market share*, re-launched its entire Chicken Grills range. This substantial plan included a range expansion into new flavours, a new proposition and a brand new eye-catching look.

Birds Eye, the number one brand in family grills with 54% market share*, has created a tasty range of new flavour varieties for the whole family to tuck into, including Garlic & Herb and Light & Crunchy Chicken. These mild and tasty, lightly coated recipes are created with leading experts to strict nutritional standards using only the finest ingredients which consumers would find at home.

Only Birds Eye Chicken Grills come with a ‘Sourced and Prepared with Care Guarantee’ reinforcing their superior quality. This guarantee is part of Birds Eye’s Forever Food programme to provide high quality and nutritious food – forever. The company guarantees that its Birds Eye Chicken Grills are all made with 100% chicken breast and sourced from carefully selected farms, with no artificial flavours or preservatives, so that families will love every bite.

Birds Eye

Birds Eye has been supporting the Chicken Grills re-launch with significant investment including a heavyweight TV campaign running from November until Christmas 2012 and deep cut promotions. Quarter One 2013 will see further TV and promotional support for the Chicken Grills range. Having secured early retailer interest and subsequent extensive listings, this re-launch will help deliver significant growth for the frozen poultry category.

*(Source: AC Nielsen MAT value sales data up to 7 October 2012)

Bulmers 500ml bottle continues to build success

Earlier this year, Bulmers introduced a new Bulmers Original 500ml bottle into the off-trade market

The Bulmers pint bottle over ice has become a much-loved experience in the on-trade and earlier this year, the Clonmel company introduced a new Bulmers Original 500ml bottle to the off-trade, creating the perfect pack size for any home occasion. Enjoyed chilled, over ice, the 500ml bottled has extended Bulmers’ consumer offering in the cider category.

The competitively-priced glass bottle was launched in July, featuring the new-look Bulmers livery, incorporating a sleek arched label and strongly referencing the blend of 17 varieties of apple that creates the unique taste that consumers love.

Fiona Creedon, brand manager, Bulmers Ltd said: "Bulmers is known as an innovator in the drinks sector and, as a result of listening carefully to what consumers want, we continually respond to the market with new products, variants and pack sizes. Our research* showed a strong desire amongst consumers for a glass bottle alternative to the 500ml can. A resounding number of those with whom we spoke found the 500ml size to be just right, so we are confident of the long-term success of the new pack."

With 2013 just around the corner, the company will continue to innovate, building on success stories such as Bulmers Pear and Berry and Bulmers Specials.

*(Source: Behaviours and Attitudes, Quantitative and Qualitative Research, Cider Buyers 2011)

Intense focus on product development

During times of recession when disposable income is reduced, consumers often feel that they have to compromise on taste and health when seeking better value for money. This highlights the importance of innovation during these times in order to maintain consumers’ interest and meet changing demands.

Kelkin states that it remains highly focused on new product development at a time when many brands are having to scale back in this area. In 2011 Kelkin was the first to market with a unique gluten free Sourdough bread, a soft bread with the unique taste of sourdough. It is as close to ‘fresh’ bread as the market has seen to date, yet has the benefit of six months shelf life. Building on the success of the original Sourdough bread, Kelkin launched a Multi-Seed variety in March 2012.

Kelkin

Whilst most gluten free breads need to be refreshed, Kelkin’s innovative sourdough breads do not need to be toasted, they are ready to eat straight from the pack, something that Kelkins’ coeliac customers have been requesting for some time. Keeping consumer needs top of mind, Kelkin Sourdough breads are divided into two individual packs for consumers’ convenience, thereby reducing product waste. Both new products have been a great success for Kelkin in their ever improving free from range.

Extra delivers category growth

Supported by the Irish Dental Association accreditation and with proven dental health benefits, Extra launched two new SKUs in 2012, Extra Strawberry and Extra Ice White Freshmint. Aligned to the ‘Eat, Drink, Chew’ strategy these new flavours are recruiting new chewers to the gum category. Extra remains the fastest growing gum brand in Ireland with 13% YTD sales growth (Source: AC Nielsen value sales November 2012).

Launched in January 2012 Extra Strawberry offers consumers a fruit flavour alternative to mint flavoured gum while providing all the same oral care benefits. With a fast distribution build from launch, Extra Strawberry continues to deliver incremental sales and has broken through the €1 million sales threshold (Source: AC Nielsen value sales November 2012).

Also in phenomenal growth is the Extra Ice White range, which introduced a new flavour variation, Extra Ice White Freshmint in April 2012. Building on the existing popularity of whitening oral care products, Extra Ice White helps to remove stains and maintain teeth’s natural whiteness. The Extra Ice White range continues to perform well in trade, accounting for 31% of Extra Ice sales (Source: AC Nielsen value sales November 2012).

Extra Strawberry

Given the success of Extra’s performance along with the recent launches, the brand states retailers can expect to see further innovation in 2013.

An Elite offering

Jacob’s has just launched a new extension to the Elite range for 2012, Elite Choco Mousse. The product is a soft crumbly chocolate biscuit, topped with a fluffy chocolate flavoured mallow covered in a thick milk chocolate. There are six biscuits per pack, with 18 units packed in a convenient SRP case.

Despite the recession, the fully coated segment of the biscuit market powers ahead growing at +7%

Elite

in value, worth €15m* in annual sales. Elite continues to drive the sector with 32% value share, growing 15% and an impressive 21% in volume annually. Consumers continue to look for an indulgent treat that does not cost the earth and the Elite range satisfies this need, with the brand capturing 134,000 new consumers over the last year.

In consumer research taste tests, 85% of consumers indicated they would purchase Elite Choco Mouse after tasting the product.

*(Source: Extended Scantrack May 2012, Kantar Biscuits May 2012, Data on File)

Since October 2011, Irish consumers have bought over one million Casa di Mama pizzas

The authentic Italian home baked pizza

Casa di Mama by Dr. Oetker has enjoyed great success since its launch onto the Irish market in October 2011. Since then, 320,000* Irish households have bought over one million Casa di Mama pizzas* for their family. Made with fresh dough that rises when baked in the oven, Casa di Mama is the ideal convenience meal for a great family night in.

Casa di Mama has helped drive overall share this year for the Dr. Oetker brand, which has grown by nearly 10% in value sales and now holds 19.0% value share**. Its success has been backed by strong marketing support throughout 2012 that includes a television advertising campaign coupled with a heavyweight national in-store sampling programme. Dr. Oetker invested heavily in 2012 across its portfolio with heavyweight advertising and national in-store and event sampling support for Ristorante, Chicago Town and Bistro alongside Casa di Mama.

Combining a delicious blend of toppings and a crispy and light crust, Casa di Mama delivers a fresh, Italian homemade pizza experience every time, in just 15 minutes. Check out Casa di Mama in the freezer aisle today and pick up one from the range which includes Mozzarella & Pesto, Pepperoni-Salame or Speciale. Widely available with an RRP of €3.79.

*(Source: Kantar 52 w/e 30 September 2012)
**(Source: AC Nielsen Scantrack 52 w/e 4 November 2012)

Juicy Drench has achieved a 10% share of the adult OTG RTD category

Get that Juicy feeling!

Juicy Drench is a combination of 8% fruit juice and spring water. Juicy Drench states that it gives consumers what they need when they are looking for thirst-quenching refreshment. Juicy Drench is available in 440ml pack size and is an ideal product for those who lead busy, active lives and are looking for something made with real fruit juice and water. Since its launch in March 2011, Juicy Drench has achieved 10% share of the adult OTG RTD category.

This summer, Juicy Drench carried out an extensive sampling campaign targeting Dublin commuters. Overall, there were over 60,000 free samples given to Dublin City commuters by the Juicy Drench sampling squad at high footfall Luas platforms, train stations and key car commuter routes during the key busy commuter periods. With Juicy Drench walkers, eco and promotional bikes all present at the various sampling sites we certainly created great excitement and engagement with the Juicy Drench brand. The campaign was supported with an extensive commuter advertising campaign, which included out-of-home and Metro advertising as well as location based texting targeting to O2 customers.

Juicy Drench is available in stores throughout Ireland and comes in three flavours: Orange and Passionfruit, Cranberry and Raspberry as well as Blackcurrant and Apple.

*(Source: AC Nielsen MAT Nov 2012, OTG Adult RTDs)

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