CASE STUDY: NOMOOBrand innovation in an own label Environment

Hamish Renton (managing director)

UNIQ PREPARED FOODS

We are a European chilled convenience food group enjoying many market-leading positions,selling our products in 12 countries.

We manufacture in the UK, France, Germany,the Netherlands and Poland and employ 6,600 people.

Our product range consists of salads, desserts, ready meals, sandwiches, fish, sauces, dips and dressings.

Riviera Desserts

Riviera Desserts is one of the 6 UK subsidiaries of UNIQ Plc.

We’re based in Paignton, Devon and enjoy the freedom of a business unit.

Our culture is important to us; it’s about combining new and innovative

talent with our established and experienced manufacturers.

Standards

Discipline

Professionalism

Approachable

Informal Energetic

Easy to deal with

Process

Our Culture Alternative Cultures

Rigid & Old School ExteriorWeak & Uncertain Interior

Accessible OrganisationBut Interior is Too Laid Back

Interior and Exterior of Organisation is Strict & Rigid

WHY NOMOO WAS BORN

up to 1% of Adults have a food allergy

But …

33% claim to have a food intolerance

Source: Mintel 2006

THE DAIRY FREE MARKET

Dairy free market

Milk

Milk Shakes

Yoghurts

Ambient Cream

Ambient Custard

Ambient Desserts

Spreads

Functional

NO Fresh dairy free DESSERTS

A DELICIOUS Dairy Free DESSERTS RANGE with Personality

SATISFYING CONSUMER NEEDS FOR Healthier Eating WITHOUT COMPROMISING ON TASTE

Our focused proposition

Dairy free platform is broader than just soy

Embracing the wellbeing trends

Own Label or Brand?

Decision is brand: Ability to broaden target to wellbeing Distinctive proposition versus competition Cross category development for future

OWN LABEL Uniq Heritage Functional Trust Recognition Established

BRand New territory Emotional Scale Control Innovative

How we did it “Idea, passion driven and non linear process of change tempered

with professionalism in execution”

Focus GroupsRecipe trialsIdea scopingName

generationDesign agency

Recipe amends

Packaging choices Retailer sell in Scale up teamwork

Within an own label company Changing an own label mindset to incorporate brands

2006 2007

challenges new mindset new economic model new relationships risk taking orientation medium term perspective

The importance of research

INSIGHTS INTO:

- Primary & secondary target- Preferred creative route- Hierarchy of communication- Preferred product range- Relevant media channels

Taking the time to really understand your consumers

MASS MARKET

WELLBEING

DAIRYFREE

Cute, funny, quirky, I like it (wellbeing)

Cute, funny, quirky, I like it (wellbeing)

It feels healthy (wellbeing)

It feels healthy (wellbeing)

Our range of products

Chocolate Mousse

85g

VANILLACustard

500g

Lemon Mousse

100g

StrawberryMousse

100g

Consultation on allergies Ongoing support/advice from TV health advisor Liz Tucker.

“Having been dairy intolerant since childhood, I was

fed up with getting inferior treats or none at all.

This vanilla custard really is something special. It has no hydrogenated fats, no preservatives, no lactose, no gluten or any dairy related content. But what really matters is that it tastes so good that anyone can just

enjoy the taste, so no one will feel excluded.”

“Having been dairy intolerant since childhood, I was

fed up with getting inferior treats or none at all.

This vanilla custard really is something special. It has no hydrogenated fats, no preservatives, no lactose, no gluten or any dairy related content. But what really matters is that it tastes so good that anyone can just

enjoy the taste, so no one will feel excluded.”Liz Tucker

Manufacturing & Segregation New processes, new kit, new despatch area = training

What worked well

Backing of PLC

Sign off of six figure marketing spend

Focused proposition

Clear point of difference

New UNIQ culture of entrepreneurialism

Energy

MD Commitment

SMALL TEAM

research

Persistence

PASSION

What didn’t work so well

More quantitative research with time

Early Factory engagement & communication

Teething issues with entirely new ways of working

Time spent Narrowing down product options to core range

Nomoo is currently on sale in three Major UK retailers

… further listings confirmed for March

Targeted communicationsEntering into the community of dairy free consumers

What’s next for nomoo?

NewProducts

NewCategories

New Markets