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Amy’s Kitchen & Honey Winning back the supermarkets through design 10 November 2011

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Before we get to the interesting stuff, a bit of legal info about ownership:

Copyright Honey 2011.

Which means that unless permission is agreed in writing from Honey, no part of this presentation may be reproduced, distributed, shared or posted on any media, forum or format.

During the course of the presentation, visual material from a variety of sources e.g. images and illustrations from Google images have been used. All copyright, trademarks and image rights for these images reside with the originator or brand owner. Therefore the images cannot be reproduced, distributed, shared or posted on any media, forum or format without their written permission.

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Lets go on a little journey 1.  The facts – A little bit of background 2.  The ambition - What we wanted to achieve 3.  The challenges - What we were up against 4.  The process - What we needed to do 5.  The results - It works 6.  Why it worked

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1. The facts •  US family owned business

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1. The facts •  US family owned business •  $300m turnover, employing 2,000

people in 3 states

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1. The facts •  US family owned business •  $300m turnover, employing 2,000

people in 3 states •  Have been in the UK for the

last 10 years

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1. The facts •  US family owned business •  $300m turnover, employing 2,000

people in 3 states •  Have been in the UK for the

last 10 years •  Supplying health food independents

and a small presence in the Supermarkets

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1. The facts •  US family owned business •  $300m turnover, employing 2,000

people in 3 states •  Have been in the UK for the

last 10 years •  Supplying health food independents

and a small presence in the Supermarkets

•  Delisted from some supermarket

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1. The facts

Great products and in a growing category but the packaging design didn’t resonate with customers or category buyers.

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2. The ambition

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2. The ambition •  To bring Amy’s brand, products and

values to a wider audience in the UK •  To re-establish Amy’s supply chain

through the Supermarkets •  To expand the product range

in the UK

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2. The ambition •  To bring Amy’s brand, products and

values to a wider audience in the UK •  To re-establish Amy’s supply chain

through the Supermarkets •  To expand the product range

in the UK •  To expand into Europe

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3. The challenges

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“ England and America are two countries separated by a common language.” George Bernard Shaw

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3. The challenges – UK v US

•  Not loosing the integrity of the brand

• Making Amy’s stand out in the UK freezer aisle

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4. The process What we did next

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4. The process – Get a UK Sales Director

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4. The process – US team move to UK

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4. The process – Get a UK Team

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4. The process – Get a UK Design agency

•  Credentials presentation in London •  4 agencies reviewed •  Honey took us to a supermarket

for their presentation – Not to their offices

•  To bring to life the challenges we would be facing

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4. The process – Get a UK Design agency

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4. The process – Trip to Amy’s

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4. The process – Understand Amy’s

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4. The process – Bringing the brand to life

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4. The process – Bringing the brand to life

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4. The process – Bringing the brand to life

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5. The results It works!

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5. The results

•  A brand that reflects the US values and ethos, with a design that’s appropriate for the UK market

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5. The results

•  A brand that reflects the US values and ethos, with a design that’s appropriate for the UK market

•  Amy’s brand stands out and leads the design

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5. The results

•  A brand that reflects the US values and ethos, with a design that’s appropriate for the UK market

•  Amy’s brand stands out and leads the design

•  Introduction of ‘Kitchen’ to emphasis the hand cooked nature of the products

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5. The results

•  A brand that reflects the US values and ethos, with a design that’s appropriate for the UK market

•  Amy’s brand stands out and leads the design

•  Introduction of ‘Kitchen’ to emphasis the hand cooked nature of the products

•  Structured hierarchy of information to make it easier for customers

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5. The results

•  A brand that reflects the US values and ethos, with a design that’s appropriate for the UK market

•  Amy’s brand stands out and leads the design

•  Introduction of ‘Kitchen’ to emphasis the hand cooked nature of the products

•  Structured hierarchy of information to make it easier for customers

•  A strong bold family look and feel for instant recognition and stand out

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5. The results New distribution

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•  2 Frozen items in 100 stores launched in April 2011 – GF Veg Lasagne / GF Bean & Cheese Burrito

•  Both items now performing at No.3 and No.4 in the category*

•  Based on ROS performance 2 new items listed in October 2011 – GF Country vegetables & Pasta & GF Rice Mac

5. The results – New distribution

Top Branded Vegetarian items*

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•  2 Frozen items in 301 stores launched in April 2011 – GF Rice Mac & GF Bean & Cheese Burrito

5. The results – New distribution

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•  5 Soups Listed – Lentil, Lentil Veg, Vegetable Barley, Split Pea, Chunky Tomato

5. The results – New distribution

•  1 Frozen item launching in approx 300 stores in November 2011 – Mexican Tortilla Bake

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Health food Wholesalers Soups now listed with Suma, Infinity, Marigold and Goodness

Frozen now listed with Suma, Goodness, Goodness Direct, GFF Direct and range has expanded in The Health store and Queenswood.

5. The results – New distribution

Ireland In discussion with one major multiple and 2 of the top independent chains along with distribution already into the health food channel.

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5. The results

Total Amy’s UK Brand growth of 74%* *year-on-year (Jan-Dec)

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5. The results

The whole ‘Frozen Free From’ Category has grown 50.6%** Since Amy’s launch ** LMG Gain/Loss Report FF 27.09.2011

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5. The results – A brand worth talking about

Working with Spider PR

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5. The results – A brand customers love

I got my boyfriend to drive me to Asda that is 40 minutes away so that I could stock up on rice mac and cheese and burritos :D…

Hi, just tried one of your gluten free burritos for the first time and it was delicious! You have a new regular customer up in Scotland now :)

I absolutely adore your new range in the U.K. and was wondering if you have any plans to launch other meals soon such as your Asian or complete meals range?”

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6. Why it worked

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6. Why it worked

•  Took the time to understand the people behind the brand • Close and collaborative approach to the whole project • We understand the customers • We understood the market place • Had continuous dialogue with retail buyers to align

the product and new design with their future plans • Cost effective way of creating powerful connections

between the brand and the customers

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Thank you

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