In-Store Bakery
Savoury Pastry Introduction
NEW Savoury Pastries
Innovation in the Category
Cheese Twist
Tomato & Cheese Swirl
Summer Vegetable Braid
Spinach & Ricotta Braid
With history of success from Europe
• Successful product line from our sister company in the U.K.
Success in the UK
• The Savoury ISB segment is worth £11.8m with strong year on year growth, both in sales
(value) and volume
Value & volume and % growth – UK ISB Savouries
£16,000,000
+3.6%
+5.9%
£14,000,000
£12,000,000
+5.9%
+9.3%
£10,000,000
£8,000,000
£6,000,000
£4,000,000
£2,000,000
£Value
52 WE 9/21/10
Units
MAT
2YA 9/20/11
MAT YA 52 MAT
TYEnding Aug. 18, 2012
52 WE
Weeks
Source: Nielsen scantrack to 18th August 2012
Savoury ISB is a clear and distinct group to shoppers,
highlighting the need to have a strong range available
Fresh sweet bakery
Sandwiches
Fresh savoury
bakery
On the go lunch
options
Pre-pack meat
products
Crisps/savoury
snacks
Bread for sharing
Chocolate
Source: UK Leapfrog research December 2011
Pre-pack sweet
products
Characteristics of each sector
Pre-pack sweet
products
• In home
consumption (for
whole household)
• Planned purchase
• Relatively long life
once in home
•
•
•
•
•
Pre-pack meat
products
Old fashioned,
traditional
Meat based
Very filling
Manufactured,
synthetic
Limited appeal for
women
Bread for sharing
• In home
• Family/friends,
informal meal
occasion
• Sophisticated
Fresh sweet bakery
• Continental,
sophisticated
associations
• Treat connotations
• With hot drink
• ISB, ‘freshly baked’
• ‘The ones you serve
with tongs’
Sandwiches
• Default purchase
for lunch (+ other
occasions)
• Wide range of
options
• ‘Proper food’;
opportunity to be
more or less
health/nutrition
conscious
Fresh savoury bakery
• Immediate link with hot
serving for many
• Relatively filling;
comfortably nourishing
Crisps/savoury
snacks
• Light snack
• Accompaniment
as well as on
own
• Typically
‘grazing’ when
bored
On the go lunch
options
• Filling
• Relatively
balanced/healthy
• Small meal >
snack
Chocolate
• ‘Pick me up’
(emotionally and
when have
‘munchies’)
• Fun
• ‘Naughty’
Success in the UK
• Who is the consumer of savoury pastries?
• Savouries have mainstream appeal with a slight bias towards the convenience shopper
• Tend to eat ‘on the go’ and are impulsive in behavior, with price being less of a concern
• Prone to addictive cravings and emotional snacking, often giving into impulse
purchases later in the day
• We expect the target consumer in the U.S. to match this demographic
Who buys my brand (index vs total store) – UK Savouries
Source: Loyalty card data
Introducing Savoury Pastries in the U.S.
U.S. Industry Trends:
Traditional Dayparts are Blurring
• Mini meals are on trend:
Nutritionists recommend smaller meals with greater frequency to promote healthy
metabolism
• 78% of operators have seen an increase in off-peak hour business (2-5pm)
• Key portion of afternoon snack choices resemble lunch orders
• Breakfast menus/hours are being extended
•
Savoury Pastries are perfect for mini meals.
Savoury pastries appeal to all dayparts and have the broadest appeal
as a snack or as a light meal when paired with a soup or salad.
Sources: Datassentials’ Foodbytes, Restaurant Industry Analysis – NPD Group
U.S. Industry Trends:
Demand is Rising for Portability
• Restaurants and foodservice operations are reporting increased offerings of
smaller portable foods
• IDDBA “What’s in Store 2012” released these in-store bakery trends
• Single serve offerings are growing in popularity
• Consumers see mini pastries as a lower calorie option and often buy more than one
• Three factors are critical for mini products’ success in the in-store bakery:
• Value
• Innovation
• Point-of -Sale Packaging (create a system to make 1 or 2 portions available)
• Among C&U Foodservice Operators who offer grab & go, an average of 25% of their
revenue comes from portable foods
Savoury pastries are highly portable and do not need to be
refrigerated.
Sources: IDDBA, Fresh Facts® Shopper Insights, NPS Group/CREST OnSite
Savoury Pastries Product Profiles
Savoury Pastry
Cheese Twist
• All butter pastry
• Twisted and topped with Mozzarella and
Swiss cheeses
• Flavored with a dash of Dijon mustard
• Portable shape for on-the-go eating, to be
served hot or ambient
• Freezer to oven ease
• Bakes in 15 minutes
Savoury Pastry
Tomato & Cheese Swirl
• Rich tomato filling in a soft bread swirl
• Topped with Gouda cheese and basil
• A unique spin on a mealtime favorite –
pizza – but in a unique snacking format
• Portable shape for on-the-go eating, to be
served hot or ambient
• Freezer to oven ease
• Bakes in 15 minutes
Savoury Pastry
Spinach & Ricotta Braid
• Delicious pastry wrapped around a
filling of spinach, Mascarpone and
ricotta cheeses
• Topped with finely grated Parmesan
cheese
• Portable shape for on the move
eating.
• Best served hot
• Freezer to oven easy
• Bakes in 20 minutes
Savoury Pastry
Summer Vegetable Braid
• A filling of summer vegetables (zucchini,
red and yellow peppers) in a rich tomato
sauce
• Encased in flaky puff pastry with a herb
crumb topping
• Portable shape for on-the-go eating, to be
served hot or ambient
• Freezer to oven easy
• Bakes in 25 minutes
Savoury Pastry
Recap
Portable shapes
make our
savouries perfect
for eating on-themove.
Great as hot
snacks and also
delicious ambient.
They do not need
to be kept warm,
eliminating hot
cabinet costs.
Short bake times
for convenience
and quick
turnaround time.
Our savouries can
be served as a
mini meal,
enabling you to
maximize sales
and profits.
Versatile products
– they’re great as
a soup
accompaniment or
even as
bruschetta.
Savoury Pastry
Execution in Store
More learnings from the UK:
•
•
•
Secondary placement of Savoury Pastries is crucial in
driving impulse purchases, particularly for ‘busy
workers’
Decision regarding sweet versus savoury is usually
made outside of the store, however, it is possible to
encourage impulse purchasing
• Category requires prominence within ISB as well as
other locations to disrupt shopping mission and
tempt them to buy (e.g. display as entering larger
supermarkets, by checkouts, etc.)
Some shoppers visit an outlet looking for it to provide
ideas for purchase, but won’t browse the whole store
‘ Sometimes I am looking for
something as a bit of a change
from the usual sandwich, but I
haven’t got much time so I will not
wander all over the place’
Source: UK Leapfrog research December 2011
Summary & Pricing
• The Savoury ISB segment is worth £11.8m in the market and posting strong growth
• Fresh Savoury ISB is a clear and distinct group to shoppers, highlighting the need to have a strong
range available
• Savoury ISB appeals to snacking and lunch missions in store, however, placement alongside the
substitution set is key for the lunch occasion as shoppers have limited time to walk the store
• Secondary placement of Savoury ISB is crucial in driving impulse purchasing outside of the bakery
category, particularly for ‘busy workers’
• Savouries is an area in the US and fits with US eating trends
Item
Number
Frozen
Unit
Weight (oz)
Case
Ct
Case
Price
Price per
Piece
Cheese Twist
151342
3.2
50
$
$0.00
Tomato & Cheese Swirl
151344
4.0
35
$
$0.00
Spinach & Ricotta Braid
151343
4.2
36
$
$0.00
Summer Vegetable Braid
201341
4.2
40
$
$0.00
Savoury
Pastries
•
•
•
Prices reflect delivered cost
All items are bulk packed
Order lead time is 7-10 days for repeat order; 6 weeks for first time orders