Innovation in a Time of Change
Agenda
1) Introduction
2) Opportunities in a growing
market
3) Consumer market research
4) Innovative Product
Development
6) Brand Creation
The New Generation Bread
Plant Bakery
Frozen Foods
Canned Foods Tetra pack
Motor Sports
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Opportunities at a
time of change
•Consumer spend was down
•Awareness of healthy eating was increasing
•Media coverage widespread of benefits of Gluten
Free
•Greater awareness of food intolerance
•The market for Gluten Free was predominantly
medical
•Shelfspace was growing
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“Self Diagnosis”
is a much larger
market than
Coeliacs
Target wider
than expected!
An estimated 1% to 2 % of the
world population suffers from
Coeliac disease.
While only 1% of the UK
population suffer with Coeliac
disease, our Food Intolerance and
Allergies - October 2007 report
found that 10% of consumers
believed that they were intolerant
to certain foods including gluten,
suggesting that more consumers
believe themselves to be affected
than is really the case.
* Source : Mintel Food Allergies Report
June 2010
Healthy Living is the Biggest Consumer
in the Free From Category Today
“Must Eat/ Frequent
purchaser”
25%
75%
“Healthy/Infrequent
Purchaser”
Source : Bord Bia barometer survey 1,000 participants ROI December 2010
Base: Respondants who had ever purchased in the free from category
We quickly established what was more
important in consumers minds when buying
gluten free product
1.
2.
3.
4.
5.
Taste
Freshness/Shelflife
Texture/Crumbliness
Fat % and Calorie Count
Variety of offer
Sources: UCC European Study Focus
Groups, Coeliac Association AGM,
Social Media
An apparent GAP in the market was a
nutritionally
heatlhy product in the gluten free bread
category
Evaluation of the competitor landscape
was crutial in defining our offer
• January 2010, analysed over 200 GF products worldwide
• Evaluated Route to Market v Product Quality Delivery
The composition of many gluten free
breads resemble that of cake
Our product needed to feel, act and taste
like bread while maintaining unique
nutritional qualities
We validate all product developments with research institutes
and consumers
BFree
Texture profile analyser : staling and
Sense check: Product Testing
at Coeliac AGM pre-launch
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Our Target Markets :
• Food Intolerant (Coeliacs,
Wheat Free, Gluten Intolerant,
Dairy Intolerant)
•“Bloaters”
• General Healthy Eaters
Brand MUST be Elastic ; it must stretch across
categories
Brand Consistency ; if we are preaching tasty
healthy, we must be tasty & healthy.
Exportable ; Must be able to say our name
everywhere in the world
Brand strategy was to hold onto our unique I.P
e
k
a
m
to
re
e
h
re
a
e
W
it easier for people to
live a freer and
happier life by
creating the best
tasting, healthiest,
ee
wheat and gluten fr
d
products in the worl
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Our positioning is at the healthy living
consumer
who are the majority of consumers in this
category
Healthy
Living
Medicinal/Functional
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December 2011 we launched
into Irish Retailer Dunnes Stores
Nationwide
Pop Up Sop: Bringing BFree to the
Mainstream
We are the ONLY Gluten and Wheat Free
Bread to have won a Great Taste Award in
2012
Eating out is now „Normal” for coeliacs and GF
consumers
“Make it easier for people to live a freer and happier
life”
Social media interaction allows us to
use our consumers as brand
ambassadors
• 3,500 Followers who interact with us
• A direct opportunity to engage with your
community every day
• Recipe sharing
• Eating out suggestions
We have repeated this process when
entering new markets ; constantly engaging
with consumers
Taste test at Coeliac UK AGM Sandown Park Racecourse Surrey with 140 p
Our Journey in 2012
• Market Leader in Fresh GF bread after 1
year
• Great Taste Award 2012
• 1st to launch nationwide foodservice GF
programme (in conjunction with O‟Brien‟s
sandwich bar)
• National Listings across the country
• Listings with UK foodservice 3663 and
Brakes
Our Vision for 2013
• Continue to grow sales in Ireland
• Target campaigns at wider target
markets
• Launching with UK multiple in
second quarter
• Bring exciting first to market
innovations to the gluten free world
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