graeme mckenzie head of offer development · •updated product information in price lists and...
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Freefrom the distributors approach Graeme Mckenzie Head of Offer Development
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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*
Menurama*, Eating outlook operator service base 2014**
… and we are seeing growth across all Freefrom
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Customers attitude to the Freefrom opportunity
are changing
NICE TO DO NEED TO DO
HIDDEN PROMINENT
SERVICE PROMOTE
DRIVING CONSUMER CHOICE
WHERE TO DINE
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Legislation will put Freefrom firmly on
the agenda for all outlets
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Our approach
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Our key ingredients
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KEY BRAND
DISTRIBUTOR CONSULTANT /
ADVISOR
CHOICE
QUALITY
PRICE
PROMOTION
SERVICE
DELIVERY
INSIGHT & TRENDS
MENU & RECIPE
DEVELOPMENT
ADVICE CENTRE
DATA
OWN
BRAND
We are in a unique position to inspire
customers and help them to grow their
Freefrom offer
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Our NPD Process
STRATEGIC
CATEGORY
DEVELOPMENT
PROJECTS
LATEST
INSIGHT AND
TRENDS
SALES FORCE
GAP REVIEW
CUSTOMER
SPECIFIC
RECIPE
DEVELOPMENT
3
2
4
Validation / approval
Making it happen
Launch
1 Scoping
Wave 1 Wave 2
BRANDED NPD
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To be part of our range
QUALITY
RELEVANT
CREDIBLE
INNOVATIVE
SUPPORTED
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• 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
• Now @ 300 products in available for coeliac
diets
• In addition we have a wide range of products
which are naturally gluten free
What did we do with GF?
Suppliers & partners have been
critical:
, .
Dr Schar
Doves Farm
Honey Buns
Aulds
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Hungry yet?
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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
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Adding Value
Bringing freefrom opportunity to life
Inspiring recipes
Exhibitions
Product & sector
Brochures
Sales training/tastings
Sampling & promotions
Website
E-publications
Social Media
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INSIGHT & TRENDS MENU & RECIPE
DEVELOPMENT
Adding Value
Educating and supporting customers
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Adding Value
Making Freefrom easier to digest
Guidance
Fact Sheets
Rapid Ingredients Checker
Freefrom product lists on-line
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• 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
Adding Value
Making new food information regulations easier
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Freefrom becomes a widescale lifestyle choice
Active positive choice for
consumers
Greater demand and expectation
fuels innovation
Growth in choice and
quality
Menu profile increases
Consumer thirst for
information
Outlets look for new ways to showcase
Freefrom set to follow the path of
the vegetarian revolution
Freefrom – where next
Execution becomes a
differentiator between outlets
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The future
More discerning freefrom consumer
Influencing choice of destination…
…but experience must be good
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How long before QR
codes printed on the menu become the
norm?
Smart technology
Google Glasses
Demand for instant
information
Check out our Gluten
free Cheesecake
The future
Information is king
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thank you for listening