European
Opportunity
Brands That Have Been Successful
Clear Brand Benefit
Helps Maintains a
Healthy Heart
Daily Defence
Drink
Real Cheese Only
Smaller
……Creating and Meeting the Consumer Need….
Can Cheestrings Continue to Grow in
Current European Markets and Enter New
Markets and Be Successful?
3 Key Question Need to Be Answered…..
Is the Brand Benefit
Universal?
Can the Consumer
Need be Created in
New Markets?
Do we have sustainable competitive advantage?
Cheestrings Brand Vision
New Markets……
Two Strands of Work…
CONSUMER
SALES / DISTRIBUTION
Snacking During the Day…LUNCHBOX
EXISTS
What Goes into the Lunchbox..
Typical Lunchbox Food
1/3rd of LUNCHBOXES had a BABYBEL
included
Mums – the Gatekeepers
• 1. Nutritional Benefits All the goodness of
cheese / e.g. a „glass of milk‟ on the pack
– It can replace other rather “naughty foods”, e.g.
sweets or meat (test week)
• Nutritional factor helps to remove social pressure
• 2. Alternation
– Cheestrings bring variety to the lunch box
– Kids do not eat regular cheese slices, but Cheestrings
• 3.Versatility
– At home, outside, at school: Cheestrings are perfect
everywhere and for any occasion
• 4.Convenience
Kids Playing
with FOOD ??
– It‟s convenient to take individual Cheestrings
– Size, shape and packaging: Perfect for lunchboxes, bags or
rucksacks
– No wax, no crumbs, no dirt
– Easy to store
What They Said....
“Cheestrings have the
double benefit of
being both a treat and
a substantial snack.”
“It was also good to see that the
Cheestrings got eaten: if you
don„t mix and match the kids will
give you back a full lunchbox.”
“It contains calcium
which is important for
the bones of growing
children.”
“Cheese is always the
better alternative,
even if it contains fat.”
“Babybel is less practical
because of its shape.
Cheestrings on the other
hand has the perfect
lunchbox shape."
“With cheese I don„t
have to feel bad about
treating my child.”
“It„s a great school or
playtime snack, but it„s
also nice to have them
at home in front of the
TV.”
“Cheestrings are so
much more exciting
than regular self
prepared cheese
slices“
“It„s so difficult to keep the
lunchbox interesting
everyday: So Cheestrings is
a great help.”
“I would not use
Cheestrings to replace a
sandwich. But it„s a
healthy and
unproblematic addition.”
Trigger Points Kids: Playing
•
Playing
– The playing part was essential to kids
– The moustache in particular got kids‟ attention
“It„s so funny. You can
make an octopus for
example”
(older boys, Berlin)
“You could play with
friends too. I do it.”
(older boys, Berlin)
“I like them: The only
snack with which you
can do so many things.”
(younger girls, Berlin)
Holy Childhood! German Kids:
Protected from the Evils of the World
Germany
United Kingdom
● Kids start school at age 6 or 7
● School starts earlier
● Mothers stay at home if possible
● Concept of juggling mum between job
and family is socially accepted.
● Attempt to create a protective sphere
for children to play & to be child-like
● Early focus on achievement and
performance
● Children as ‘real children’
● Children as ‘high potentials’
Cheestrings Market Potential Germany
• Cheestrings replaced other snacks, e.g. sweets, Babybel, Bifi
(test week)
SALES / DISTRIBUTION
Finding A Distribution Partner For Cheestrings In Germany
Stamford Partners Strategy Consultants
Kerry Foods
Kerry Foods
Developed
Profiles Of
Companies On
Long List
Identified Long
List Of
Prospective
Distribution
Partners
• Published
information
• Store checks
• Published data
Company
accounts
Conducted
Interviews
With
Companies On
Long List
Screened
Companies And
Developed
Short List
Meeting
Kerry’s Criteria
Approached
Short-listed
Companies
Requesting
Meeting
Took Initial
Meetings To
Review
Capabilities
And Introduce
Cheestrings
Opportunity
Introduced
Kerry, Who
Presented
Cheestrings
Opportunity In
Follow-up
Meetings
Negotiated
Distribution
Agreement
With Preferred
Party
9
9
4
3
1
• Further
information
Number Of
133
Companies
44
Summary
•
•
•
•
Concept Acceptance
Occasion Exists
Route to Market established
Communication Plan May „11
April 1st Berlin 8.45pm