Freefrom the distributors approach Graeme Mckenzie Head of Offer Development

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1 Freefrom the distributors approach Graeme Mckenzie Head of Offer Development

2 Numbers that make us sit up and take notice Outlets serve gluten free* Outlets would consider adapting dishes to make gluten free ** Growth in number of gluten free menu lines* and we are seeing growth across all Freefrom Menurama*, Eating outlook operator service base 2014**

3 Customers attitude to the Freefrom opportunity are changing NICE TO DO NEED TO DO HIDDEN PROMINENT SERVICE PROMOTE DRIVING CONSUMER CHOICE WHERE TO DINE

4 Legislation will put Freefrom firmly on the agenda for all outlets

5 Our approach

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7 Our key ingredients

8 We are in a unique position to inspire customers and help them to grow their Freefrom offer KEY BRAND DISTRIBUTOR OWN BRAND CONSULTANT / ADVISOR CHOICE QUALITY PRICE PROMOTION SERVICE DELIVERY INSIGHT & TRENDS MENU & RECIPE DEVELOPMENT ADVICE CENTRE DATA

9 Our NPD Process STRATEGIC CATEGORY DEVELOPMENT PROJECTS LATEST INSIGHT AND TRENDS SALES FORCE GAP REVIEW CUSTOMER SPECIFIC RECIPE DEVELOPMENT 1 Scoping BRANDED NPD 2 3 Validation / approval Making it happen 4 Launch Wave 1 Wave 2

10 To be part of our range QUALITY RELEVANT CREDIBLE INNOVATIVE SUPPORTED

11 What did we do with GF? Freefrom identified as a key strategic category development opportunity Market trends, Customers, Salesforce Working with Coeliac UK, we launched a range 50 great tasting Gluten Free products Start of an on-going programme Each range review we continue to add more 300 products in available for coeliac diets In addition we have a wide range of products which are naturally gluten free Suppliers & partners have been critical: Dr Schar Aulds Honey Buns Doves Farm

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17 Hungry yet?

18 Our Freefrom range offers both scratch and time saving solutions Bakery Breakfast items Store cupboard essentials Children s mains & Ice-cream Tempting cheesecakes Sweet treats- individually wrapped and traybakes Single wrapped and multi portion Validated against specifications to ensure they are less than 20ppm In addition to gluten free we also cover. Vegan and vegetarian (Meat free) Dairy free Nut free Soya free Positive steps

19 Adding Value Bringing freefrom opportunity to life Inspiring recipes Exhibitions Product & sector Brochures Sales training/tastings Sampling & promotions Website E-publications Social Media

20 Adding Value Educating and supporting customers INSIGHT & TRENDS MENU & RECIPE DEVELOPMENT

21 Adding Value Making Freefrom easier to digest Guidance Fact Sheets Rapid Ingredients Checker Freefrom product lists on-line

22 Adding Value Making new food information regulations easier Updated product information in price lists and on-line for over 15,000 products Updated Freefrom and allergen lists Updated packaging Updated specifications and new product development Advice Centre, Sales, Telesales training Customer and supplier education and guidance Rapid ingredients checker (RIC) New tools and templates Substitute and contract management processes

23 Freefrom where next Freefrom set to follow the path of the vegetarian revolution Freefrom becomes a widescale lifestyle choice Growth in choice and quality Menu profile increases Outlets look for new ways to showcase Active positive choice for consumers Greater demand and expectation fuels innovation Consumer thirst for information Execution becomes a differentiator between outlets

24 The future More discerning freefrom consumer Influencing choice of destination but experience must be good

25 The future Information is king Demand for instant information Check out our Gluten free Cheesecake Smart technology Google Glasses How long before QR codes printed on the menu become the norm?

26 thank you for listening