an insider's view: how to make free-from sexy and bridge ...€¦ · bridge the gap between...
TRANSCRIPT
An insider's view: How to
make free-from sexy and
bridge the gap between
consumers
Karen Woodford
• Age: 408
• Tricky eater traits: Coeliac disease, lactose intolerance, low FODMAP
• Job: Managing Director of Safer Eating / some medical thing
• Lifetime achievement: Survived the 3rd highest bungee jump in the world
• Embarrassing moment: Missed the plane home from a wedding in Italy after losing everything she owns
• Loves: Cider, cider and more cider
Rory Mason
• Age: 32
• Allergies: Peanuts, tree nuts, egg, dairy, soya, goat’s milk, sesame seeds, seafood, shellfish
• Job: Marketing Director Safer Eating / Managing Director RoR Group Ltd
• Lifetime achievement: Eating the whole of the Harry Ramsden’s 'Harry’s Challenge'
• Embarrassing moment: Stabbing himself in the leg with an EpiPen unnecessarily
• Loves: Lego, port and goofing about with his kids
Who has a severe allergy here?
To give you an idea what it's like: Run on the spot for 20 seconds
FASTER
FASTER
Now, feel your heart rate.
That’s what it’s like every time
you eat
Who makes up the
free-from market?
• 1/3 of all UK households now affected by allergies/intolerances (YouGov 2014)
• Coeliac disease - 1% of the population (Coeliac UK 2018)
• Up to 8% of children in the UK have a food allergy and up to 2% of adults (Pawankar et al 2013)
• 10-20% of population have IBS (IBS Network 2018)
We call these…
• 55% of free-from consumers do not have a food allergy/intolerance (Mintel 2017)
• Up to 20% of people think they have a hypersensitivity to certain foods (BDA 2015)
• Substantial growth in free-from food industry - reached £1.1 billion last year (Scantrack 2017)
Who makes up the
free-from market?
We call these…
Should we hate
free-from hipsters?
NO! We should
embrace them!
We also have…
'Muggles' tend to refuse to
eat 'tricky eater' food
Who thinks free from is sexy?
Free-from
branding…
Is NOT sexy!
The
free-from
lifestyle is
DEFINITELY
sexy!
Why is the lifestyle
sexy?
• Associated with healthy eating and aligned to vegan diets
• More interest in sustainability and where food comes from
• Celebrities, Olympic athletes and personal trainers endorse it
• Deemed as ‘cool’ to have a dietary requirement
What do tricky eaters think?
What do tricky eaters think?
Things that make free-from
products un-sexy
BORING BRANDING CALORIFIC AND FULL OF FAT
EXPENSIVE!!!! SUBOPTIMAL PRODUCTS – E.G. GF
BREAD
Mismatch between
branding and the
consumers
How to keep
everyone
happy
The Safer
Eating
Solution
Make marketing and
branding cooler
Being a tricky eater does not mean
our senses are dulled
Very little difference between
Tesco’s value and free-from ranges
If you were a child, which one
would you want?
VS
Think outside the box and create
fun characters for children!
This is what we’re talking about!
Tricky Eaters’ Favourite Products
Seabrook crisps is a great example of
staying true to its brand when gf
Safer Eating’s
marketing strategy
Create free-from top 14 products with mass-appeal
branding
Target launch at tricky eaters and let them spread the
word
Now brand-advocates help you spread word organically
to muggles
Tell people you
are safe
Tell tricky eaters somewhere on the packaging that the product is:
Free from Gluten free Dairy free Vegan Nut free
Be accurate and give as much info as you can. But it does not have to define the product
'Free-from' can mean 'NOT-free-from' for some
If you get it right, you can make a fortune
from free-from…
And you can also keep muggles happy
Adapt popular products - aim for 14
allergen free
Strong branding and clever
marketing
Be FAIR with prices
Our top tips
Make products sexy for
mass appeal
Don't compromise on taste
Remember, minor changes can
mean big results
Our top tips
You can do it!
Let’s drive free-from on and
make it sexy
• Food and restaurant reviews
• Recipes
• Blog posts
• Training
• Restaurant finder
Contact us…
Karen Woodford
www.safereating.co.uk
Tel: 07879671643
@safereatingco
Safer Eating
References
• Allergy UK
https://www.allergyuk.org/assets/000/001/369/Stats_for_Website_original.pdf?1505209830
• Coeliac UK https://www.coeliac.org.uk/food-industry-professionals/caterers-and-restaurateurs/accrediting-your-business/accreditation-testimonials/
• IBS Network (2018) https://www.theibsnetwork.org/
• Mintel http://www.mintel.com/press-centre/food-and-drink/free-from-gains-momentum-sales-of-free-from-food-products-forecast-to-surpass-half-a-billion-in-the-uk-in-2016
• Scantrack, N (2017) Raw data
• UK Government (2018) http://www.invest.great.gov.uk
• You Gov 2017 http://www.fdin.org.uk/wp-content/uploads/2016/07/UK-1600-Respondents-Quant-Resarch-On-Allergies-Intolerance-YouGov.pdf