SILVER SPOON
AGENDA
1. Food trends
2. Pre campaign research
3. Product trial research
FOOD TRENDS
The rise of own label products
Recession based trend
Private- label food and drink 24%
worth £37.4 billion1
61,000 global own- label new product
launches in 20111
Premiunization for all Recession based trend ‘Luxury items are not now just for the wealthy’2
6 in 10 agree it is worth paying extra
for good quality goods3
Source: 1 Mintel Trends: Brand review 2Mintel Premiumization and Indulgence UK Sept 12 3 TGI NET Q4 2012- based on Immediate Media consumers measured in the silver spoon campaign 4 Mintel Trends: The real thing
The real thing Globalisation enhanced desire for ‘the real thing’4
- travel - migration
66% of consumers prioritize ‘authentic’
or traditional flavours4
PRE CAMPAIGN RESEARCH Analysis
METHODOLOGY Pre campaign research
We conducted pre campaign research, using the Immediate Insiders panel to measure our :
Audiences shopping behaviour Baking habits Brand impression for the following brands:
- Allinsons Flour - Silver Spoon create - Silver Spoon sugar - Billingtons sugar - Nielsen Massey
The survey was sent out via email to regular readers and online users of the following brands:
Radio Times, Gardeners World Good Food olive Easy Cook delicious magazine Visitors bbcgoodfood.com
BAKING SHOPPING BEHAVIOUR Pre campaign analysis
BAKING PRODUCTS PURCHASED
Source: Silverspoon pre survey Immediate Insiders: 1100 respondents
Q. Which of these have you bought in the last 12 months?
6%
15%
24%
25%
28%
34%
35%
36%
41%
42%
43%
43%
63%
67%
71%
74%
84%
89%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
None of these
Ready to use icing- butter cream/frosting
Cake mixes/ baking kits/ decorating kits
Tubes of icing for decorating or writing
Edible cake decorations
Ready to roll/ ready rolled icing
Marzipan
Colourings
Other flavourings, pastes or extracts
Marshmallows
Chocolate chips
Products used to decorate or go in baking products
Chocolate for baking
Baking powder
Vanilla flavourings/extracts/paste/pods
Baking ingredients such as baking soda/bicarbonate of soda
Self-Raising Flour
Plain Flour
Over 7 in 10 are purchasing more specialist baking ingredients such as bicarbonate of soda and gelatine
FREQUENCY BAKE
Source: Silverspoon pre survey Immediate Insiders: 1031 respondents
Question 3 Thinking about things you can bake in the oven, such as whole cakes (e.g. victoria sponge, carrot cake or baked cheesecakes), individual cakes (e.g. cupcakes, fairy cakes, muffins or brownies), biscuits or cookies…. How often do you personally bake things such as these at home, either from scratch (when we refer to scratch we mean making it yourself using raw ingredients such as flour, eggs, sugar) or using a mix bought from a shop
27% 26%
14%
12%
9%
5% 3% 2% 2%
0%
5%
10%
15%
20%
25%
30%
About once aweek
About onceevery few
weeks
About once amonth
About onceevery fewmonths
Couple oftimes a week
About onceevery 6 months
About once ayear
I don’t bake at all
Less often
Over 7 in 10 are purchasing more specialist baking ingredients such as bicarbonate of soda and gelatine Nearly 3 in 10 of our audience are baking things such as Victoria sponges or cheesecakes about once a week
BAKING STATEMENTS
Source: Silverspoon pre survey Immediate Insiders: 1010 respondents
Question 4 How much do you agree with the following statements?
11%
20%
31%
50%
57%
61%
63%
66%
0% 10% 20% 30% 40% 50% 60% 70%
I only really bake when I have to
I’m often put off baking because I don’t have all the baking products/ ingredients needed in stock at home
I always tend to stick to the same one or two recipes as I know how to make them
I work hard to make time to bake, as I enjoy the process
I'm really passionate about baking
I wish I had more time to bake
I like experimenting with different ingredients when I bake
I would say I am a confident baker
Any agree
Confident and experimental bakers with 66% considering themselves as confident bakers
FLOUR & YEAST
MARKET Pre analysis
KEY FINDINGS - FLOUR Brand Awareness
Highest level of brand awareness was for Hompride
96% 92% 91% 87%
0%
20%
40%
60%
80%
100%
Homepride McDougalls Hovis Allinson Flour
Brand Impression
74% 74% 72% 71%
0%
20%
40%
60%
80%
100%
Hovis Homepride Allinsons McDougalls
Very good/good impression
Hovis and Homepride scored the highest for brand impression
Source: Silverspoon pre survey Immediate Insiders: 1010 respondents
Frequency of purchase
53% 46%
42% 43%
0%
20%
40%
60%
80%
100%
Homepride McDougalls Hovis Allinsons
Every 6 months or more fequently
Homepride is the most frequently purchased flour
55% 50% 46% 46%
0%
20%
40%
60%
80%
100%
Homepride McDougalls AllinsonFlour
Hovis
Will definitely/ probably buy
76%
63%
0%
20%
40%
60%
80%
100%
‘Allinsons is a high quality flour’ ‘Allinsons is milled in a traditional, hands on way’
Any agree
45% 40%
10%
17%
35%
17% 14%
32%
4% 13%
22%
41%
8%
39%
50%
4%
28%
41%
19%
11%
30%
4%
19% 22%
26%
5%
36%
42%
4%
22%
37%
16% 8%
28%
3% 17%
20% 25%
4%
42%
56%
5%
22%
49%
21% 17%
30%
4% 17%
22%
45%
8% 0%
20%
40%
60%
80%
Quality British Expensive Good value Traditional Trusting Great taste Professional Innovative Approachable Expert Wholesome LocallySourced
Allinson Flour Homepride McDougalls Hovis
Word Association
Brand statements
A brand I trust.
Open ended feedback
Readily available and always produces good results.
Best flour for making bread.
They are expert in their field.
tasty rich flour perfect for bread.
Expensive but good quality.
Allinons flour makes me think of healthy, natural ingredients.
More expensive than supermarket own brands or Homepride.
SUGAR
MARKET Pre analysis
KEY FINDINGS- SUGAR
Source: Silverspoon pre survey Immediate Insiders: 1010 respondents
Brand Awareness Highest level of brand awareness was for Silver Spoon sugar
99% 95% 87%
59%
0%
20%
40%
60%
80%
100%
Silver SpoonSugar
Tate & Lyle Whitworths Billingtons
Brand Impression
78% 75% 70%
51%
0%
20%
40%
60%
80%
100%
Tate & Lyle Silver Spoon Sugar Whitworths Billingtons
Very good/good impression
Tate & Lyle scored the highest for brand impression
Frequency of purchase Silver Spoon sugar is the most frequently purchased flour
72% 71%
50% 40%
0%
20%
40%
60%
80%
100% Every 6 months or more frequently
70% 69%
53% 40%
0%
20%
40%
60%
80%
100%Will definitely/probably buy
Word Association
40%
45%
2%
29%
35%
19%
13%
34%
4%
18% 22%
13% 7%
34%
18%
9% 13% 14%
9% 13%
22%
3% 8%
15% 14%
4%
46% 48%
3%
26%
40%
19% 15%
36%
5%
17%
26%
15%
4%
37%
32%
6%
22%
31%
13% 12%
27%
3%
14% 18%
24%
3% 0%
10%
20%
30%
40%
50%
60%
Quality British Expensive Good value Traditional Trusting Great taste Professional Innovative Approachable Expert Wholesome LocallySourced
Silver Spoon Sugar Billingtons Tate & Lyle Whitworths
Brand statements - Silver Spoon Brand statements - Billingtons
68% 58%
0%
20%
40%
60%
80%
100%
‘Silver Spoon is the home of British sugar’
‘Silver Spoon is the expert in sweet ingredients’
33% 31%
0%
20%
40%
60%
80%
100%
‘Billington’s is worth paying more for’
‘Billingtons sugar has a superior taste to other sugar’
FURTHER COMMENTS- SUGAR Silver Spoon Sugar Billingtons Sugar
Source: Silverspoon pre survey Immediate Insiders:
Do you have any further ways to describe the following brands or how you feel about them ? Billingtons 272 respondents Silver Spoon sugar 317
A good range of products pampering to current food
fashions
A high-end brand of specialist sugars for baking
Best for coffee
Excellent quality and will always use for special occasions
Good quality and great taste
I associate this name with fine sugar
I love all types of Billingtons the aromas
and flavours
Natural, delicious and down to earth
Old-fashioned, traditional
Unrefined but expensive
Is ethically sourced and great-tasting
Always in the cupboard
Always excellent product
British, quality, reliable
Good British company
Good quality at affordable prices
Has home baking at its heart
Innovative craft sugar
The most famous brand of sugar
Well known product widely available
The only name in sugar
great everyday, versatile
BAKING
INGREDIENTS
MARKET
Word association
14% 15% 5% 8% 5% 5% 12% 11% 5% 8% 2% 2%
38%
1% 12%
31%
5% 14%
30% 27%
12% 21%
4% 1%
61%
20%
51%
7% 8% 14%
42%
18% 7%
33%
14% 3% 0%
20%
40%
60%
80%
100%
Silver Spoon Create Dr Oetker Green & Blacks
KEY FINDINGS- BAKING INGREDIENTS
Source: Silverspoon pre survey Immediate Insiders: 1010 respondents
Brand Awareness Highest level of brand awareness was Dr Oetker
92% 91%
74%
18% 17% 0%
20%
40%
60%
80%
100%
Dr Oetker Green & Blacks Betty Crocker Renshaws Silver SpoonCreate
Frequency of purchase Dr Oetker is the most frequently purchased baking ingredient
59% 48%
18% 13% 0%
20%
40%
60%
80%
100%
Dr Oetker Green &Blacks
Betty Crocker Silver SpoonCreate
Every 6 months or more frequently
61% 56%
20% 14% 0%
20%
40%
60%
80%
100%
Dr Oetker Green &Blacks
BettyCrocker
SilverSpoonCreate
Will definitely/probably buy
80% 70%
37%
25%
0%
20%
40%
60%
80%
100%
Green & Blacks Dr Oetker Betty Crocker Silver Spooncreate
Very good/good impression
Brand Impression Green & Blacks scored the highest for brand impression
VANILLA
EXTRACT
MARKET Pre analysis
KEY FINDINGS- VANILLA EXTRACTS
Source: Silverspoon pre survey Immediate Insiders: 1010 respondents
Brand Awareness Highest level of brand awareness was for Nielsen Massey
7%
5%
2% 2% 1% 0%
2%
4%
6%
8%
NielsenMassey
Taylor &Colledge
Little pod Star Kay Ndali
Frequency of purchase Vanilla Extract is purchased less often than other baking products
3% 10%
83%
2% 11%
85%
0%
20%
40%
60%
80%
100%
Every 6months
Less often Never
Nielsen Massey Taylor & Colledge
4% 3%
19% 16%
10%
47%
0%
10%
20%
30%
40%
50%
Willdefinitely
buy
Willprobably
buy
Might ormight not
buy
Willprobablynot buy
Willdefinitelynot buy
Don’t know
Nielsen Massey
Brand Impression Brand impression for Vanilla extract brands is blurred
21% 4% 5%
68%
21%
5% 4%
69%
20% 3% 2%
73%
22% 3% 1%
72%
22%
2% 2%
72%
0%
20%
40%
60%
80%
100%
1 Very poorimpression
2 Poorimpression
3 Neutral 4 GoodImpression
5 Very goodimpression
I’m not sure
Nielsen Massey Taylor & Colledge Little pod Star Kay Ndali
13% 15%
84% 78%
4% 7% 0%
20%
40%
60%
80%
100%
‘Nielsen Massey has high quality flavoured extracts’
‘Nielsen Massey is a Vanilla Extract worth paying more for’
Agree strongly/slighty Neither agree nor disagree Disagree strongly/slightly
Brand statements
Nielsen Massey
FURTHER COMMENTS- NIELSEN
MASSEY Now that I see it, I realise that I have a bottle of their vanilla in my cupboard and like it very much. However, the brand name did not ring any bells
I don't know this product - neither have I seen it advertised but would
like to try it
I forgot who they were till I saw the word "extract" in the survey. The vanilla extract is delicious but the branding is forgettable
I use their vanilla essence and it's well worth the price, but I did not
recognise the brand at all.
if this is the vanilla extract in a brown bottle with a beige label - than its good
and worth it... just didn't know the brand name A specialist in high end
baking ingredients
Best flavourings I have ever used
expensive for the amount you get but the flavouring
out weighs the pricing
Love and always buy their vanilla extract and
no other brand
Pure products full of flavour
Unmemorable brand for an unforgettable product
Sounds as though I should try this brand
My favourite vanilla extract
Expensive but worth it
RECOMMENDATIONS
RECOMMENDATIONS Harness Allinsons key attributes such as tradition and quality to challenge
Homepride in the flour market
• Nearly 10% more consumers said they would purchase Homepride in the future above Allinsons flour •76% agree Allinsons is a high quality flour
Increase brand impact for Billingtons sugar as an upmarket sugar
• 59% of consumers were aware of Billingtons sugar (40% lower than the highest level of brand awareness) • Low brand impression compared to other sugar brands
Build brand impression for Silver Spoon create
• Only 17% of consumers were aware of Silver Spoon create • Low brand impression compared market leaders
Educate consumers of the Vanilla extract market
• Very low brand awareness for all vanilla extract brands <10% • Blurred market and less considered purchase
PRODUCT TRIAL
Batch 295 vs Batch 309
Silver spoon vs Dr Oetker
METHODOLOGY
Product trial Research
We conducted a product trial on behalf of Silver Spoon via our Immediate Insiders panel. Firstly sent out a recruitment survey at the back of the Pre ad effectiveness. MRM selected 200 respondents who were sent the de-branded batches of icing with guidelines on what to do/expect.
Fieldwork dates
Recruitment survey : 19th November12- 25th November 12- 1127 responses
Post trial survey : 11th December 12- 02nd January 13- 138 responses
54% 25%
20% 1%
Wrapped in foil only No preference Wrapped in foil & packed in a box Other
KEY FINDINGS- PRODUCT TRIAL
Source: Silverspoon post trial survey 138
Batch 295- 86 respondents batch 309-52 respondents
Important attributes Top 5 most important attributes when buying ready to roll white
icing
1. 2. 3. 4. 5.
Taste Easy to knead Easy to roll Can be rolled thin Doesn’t crack once on cake
Brands purchased
37% 28%
14% 14% 6% 2% 0%
20%
40%
60%
80%
Nopreference
Silver Spoon Dr Oetker Supermarketown brand
Renshaws Other Brand
Majority of consumers have no preference of brand when purchasing ready to roll white icing
Pack size
54% 25%
19% 3% 500g
250g
1kg
Other
500g is the most currently bought size of ready to roll white icing
Preferred packaging 54% prefer wrapped in foil only
Here’s why….
No unnecessary packing
less waste for recycling
Environmentally better
Keeps well, green packaging
KEY FINDINGS- PRODUCT TRIAL Rating and satisfaction
Both Silver Spoon and Dr Oetker were given a rating of 8 out of 10
86% 82%
0%
20%
40%
60%
80%
100%
Dr Oetker Silver Spoon
Very satisfied/quitesatisfied
Time expectations
58% 42%
Dr Oetker
Silver Spoon
Favourite batch Dr Oetker was voted the favourite batch of icing
Better taste and more malleable
Here’s why….. Easier to handle
and roll out
Better colour, easy to use softer & rolled out easier
This batch didn't crack when being handled
Ease of use
32% 42%
18% 4% 4%
51%
28% 14% 2% 4%
0%
20%
40%
60%
80%
100%
Less than 3minutes
3-6 minutes 7-9 minutes 10 minutes ormore
Don't know
Silver Spoon Dr Oetker
Dr Oetker took less than 3 minutes to get into a state ready to use vs 3-6 minutes for Silver Spoon
Over 20% found Dr Oetker icing easier to tear and to roll than Silver Spoon icing
Source: Silverspoon post trial survey 138
Batch 295- 86 respondents batch 309-52 respondents
46% 43%
57% 69% 69% 73%
0%
20%
40%
60%
80%
100%
Very easy/ easy to tear Very easy/ easy to roll Very easy/easy tomanipulate into shape
wanted
Silver Spoon Dr Oetker
28% 32% 29% 9% 1%
30% 35%
26% 6% 4%
0%
20%
40%
60%
80%
Very satisfied Quite satisfied Neithersatisfied nordissatisfied
Quitedissatisfied
Verydissatisfied
Silver Spoon Dr Oetker
KEY FINDINGS- PRODUCT TRIAL Texture
Over 4 in 10 found the Silver Spoon icing texture a little too hard
Taste Dr Oetker scored the highest for overall satisfaction
Aroma Over 6 in 10 were satisfied with the aroma of both icing products
Problems experienced
9%
46% 41%
3% 0% 4% 22%
67%
7% 0% 0%
20%
40%
60%
80%
Much too hard A little too hard Just right A little too soft Much too soft
Silver Spoon Dr Oetker
30% 36%
19% 11% 4%
35% 39%
17% 8% 1% 0%
20%
40%
60%
80%
Very satisfied Quite satisfiedNeither satisfied nor dissatisfiedQuite dissatisfiedVery dissatisfied
Silver Spoon Dr Oetker
29%
17% 4%
59%
17% 11% 1%
72%
0%
20%
40%
60%
80%
Cracking Sticking Other problems I did not experienceany problems
Silver Spoon Dr Oetker
Majority did not experience any problems with either batch, however nearly 3 in 10 experienced cracking with Silver Spoon icing
Source: Silverspoon post trial survey 138
Batch 295- 86 respondents batch 309-52 respondents
FURTHER COMMENTS ON SILVER
SPOON BATCH
Excellent smell and taste. easy to work with and
excellent results.
felt, looked and smelt like much better
quality
beautiful to handle, nice clear white
Not as easy to put on as 309 but better tasting
overall.
Easier to manipulate and tasted much smoother.
Harder to use but no horrible smell!
It did not have the unpleasant smell of 309 and the taste was
much fainter.
I liked the taste and upon completion looked very
nice Smoother finish and more pleasant taste.
RECOMMENDATIONS
RECOMMENDATIONS Use foil as packaging for your ready to roll white icing
•54% said wrapped in foil would be there preferred packaging •Less waste and more environmentally friendly
Offer a wider variety of pack sizes
•500g currently most purchased pack size • However offering a 750g pack size or a pack size specifically for cupcake
Create brand stand out in the ready to roll icing market
•57% have no preference of brand when buying ready to roll white icing • Harness Silver Spoons key brand attributes to bring brand name to the forefront of consumers minds
APPENDIX Ad effectiveness
0%
10%
20%
30%
40%
50%
60%
Every week Every fortnight About once a month Every 2-5 months Every 6 months Less often Never
88%
83%
76%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I try to lead a healthy lifestyle
I’m really into food and like trying new things
I try to avoid artificial ingredients
I frequently use ready meals as they are quickand convenient
Agree strongly/ Agree slightly
99% 96% 95% 92% 92% 91% 91% 90% 87% 87%
74%
66% 59%
36% 34%
18% 17% 15% 15% 10% 7% 5% 3% 2% 2% 2% 2% 1% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
5%
10%
15%
20%
25%
30%
Every week
Every fortnight
About once a month
Every 2-5 months
Every 6 months
96% 92% 91%
87%
66%
36% 34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Homepride McDougalls Hovis Allinson Flour Be-ro Doves Carrs
1% 4%
9%
17%
12%
26% 31%
1% 5%
14%
19%
14%
26%
21%
1% 4%
12%
15% 13%
27% 27%
2% 4% 9%
15%
12%
29% 28%
1% 2% 5% 8%
4%
17%
62%
0%
10%
20%
30%
40%
50%
60%
70%
Every week Every fortnight About once amonth
Every 2-5 months Every 6 months Less often Never
Allinson Flour
Homepride
McDougalls
Hovis
Doves
Will definitely/probably buy
55%
50%
46% 46%
22%
0%
10%
20%
30%
40%
50%
60%
Homepride McDougalls Hovis Allinson Flour Doves
Pre
0%
1%
3%
1%
6%
1%
0%
0%
0%
2%
9%
80%
0%
0%
4%
1%
5%
1%
0%
0%
0%
2%
8%
82%
0%
0%
4%
1%
6%
0%
0%
0%
0%
3%
8%
80%
0%
0%
4%
0%
5%
0%
0%
0%
0%
6%
8%
78%
0%
0%
2%
0%
3%
0%
0%
0%
0%
1%
7%
86%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile device app (e.g. iPad app)
Email marketing
In-store
Internet
Magazines
Newspapers
Outdoor posters
Radio
Sampling- I received a sample of this baking product
TV
I have seen advertising for this baking product brand but…
I haven't seen any advertising for this baking product…
Doves
Hovis
Homepride
McDougalls
Allinson Flour
6% 6%
5% 5%
3%
0%
1%
2%
3%
4%
5%
6%
7%
Homepride Allinson Flour Hovis McDougalls Doves
Pre
1% 1%
13%
39%
32%
14%
1% 1%
15%
41%
33%
9%
0% 1%
16%
42%
29%
12%
0% 1%
13%
43%
32%
11%
0% 1%
19%
14%
18%
47%
0% 1%
21%
16%
10%
51%
1% 1%
20%
26%
20%
31%
0%
10%
20%
30%
40%
50%
60%
1 Very poorimpression
2 Poor impression 3 Neutral 4 Good Impression 5 Very goodimpression
I’m not sure
Allinson Flour
Homepride
McDougalls
Hovis
Doves
Carrs
Be-ro
45%
40%
10%
17%
35%
17%
14%
22%
39%
50%
4%
28%
41%
19%
11%
17%
36%
42%
4%
22%
37%
16%
8%
24%
42%
56%
5%
22%
49%
21%
17% 16%
25%
16%
12%
4%
8% 7% 7%
63%
0%
10%
20%
30%
40%
50%
60%
70%
Quality British Expensive Good value Traditional Trusting Great taste Don’t know/None of
these
Allinson Flour
Homepride
McDougalls
Hovis
Doves
32%
4%
13%
22%
41%
8%
33%
30%
4%
19%
22%
26%
5%
34%
28%
3%
17%
20%
25%
4%
38%
30%
4%
17%
22%
45%
8%
30%
15%
6% 5%
11%
17%
7%
66%
0%
10%
20%
30%
40%
50%
60%
70%
Professional Innovative Approachable Expert Wholesome Locally Sourced Don’t know/None of these
Allinson Flour
Homepride
McDougalls
Hovis
Doves
76%
63%
56%
58%
60%
62%
64%
66%
68%
70%
72%
74%
76%
78%
‘Allinsons is a high quality flour’ ‘Allinsons is milled in a traditional, hands on way’
Agree strongly/Agree slightly
92% 91%
74%
18% 17% 15% 15% 10% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dr Oetker Green &Blacks
Betty Crocker Renshaws Silver SpoonCreate
Menier Fiddes Payne Squires Brittania
Pre
0% 1% 3% 5% 4%
14%
73%
1% 5%
14%
22%
16%
21% 21%
0% 0% 2% 4% 4%
13%
77%
0% 2% 3% 7% 7%
20%
62%
0% 1% 1% 3% 3%
13%
79%
1% 3% 9%
20%
15%
29%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Every week Every fortnight About once amonth
Every 2-5months
Every 6 months Less often Never
Silver Spoon Create
Dr Oetker
Renshaws
Betty Crocker
Menier
Green & Blacks
Will definitely/probably buy
61%
56%
20%
14%
10%
5% 0%
10%
20%
30%
40%
50%
60%
70%
Dr Oetker Green & Blacks Betty Crocker Silver Spoon Create Renshaws Menier
Pre
2%
2%
0%
1%
5%
88%
6%
3%
17%
1%
1%
20%
6%
57%
1%
2%
1%
6%
89%
4%
1%
11%
1%
3%
8%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile device app (e.g. iPad app)
Email marketing
In-store
Internet
Magazines
Newspapers
Outdoor posters
Radio
Sampling- I received a sample of this baking product
TV
I have seen advertising for this baking product brand but…
I haven't seen any advertising for this baking product…
Green & Blacks
Betty Crocker
Renshaws
Dr Oetker
Silver Spoon Create
17%
11%
6%
2% 2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Dr Oetker Green & Blacks Betty Crocker Renshaws Silver Spoon Create
Pre
1% 1%
21%
16%
9%
53%
1% 2%
14%
38%
32%
13%
0% 1%
22%
9% 7%
62%
3% 10%
23% 24%
13%
27%
0% 1%
21%
10% 8%
61%
1% 1% 8%
31%
49%
10% 1% 1%
22%
7% 5%
65%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 Very poorimpression
2 Poor impression 3 Neutral 4 Good Impression 5 Very goodimpression
I’m not sure
Silver Spoon Create
Dr Oetker
Renshaws
Betty Crocker
Menier
Green & Blacks
Fiddes Payne
Brittania
14% 15%
5% 8%
5% 5%
38%
1%
12%
31%
5%
14%
8%
5% 3% 3% 5% 2%
15%
4%
12% 13%
10%
7%
12%
1%
12%
3% 3% 1%
61%
20%
51%
7% 8%
14%
0%
10%
20%
30%
40%
50%
60%
70%
Quality British Expensive Good value Traditional Trusting
Silver Spoon Create
Dr Oetker
Renshaws
Betty Crocker
Menier
Green & Blacks
12% 11%
5% 8%
2% 2%
74%
30% 27%
12%
21%
4% 1%
42%
7% 3% 2% 6% 2% 1%
84%
17%
10% 11% 12%
5% 1%
63%
12%
2% 2% 9%
2% 1%
81%
42%
18%
7%
33%
14%
3%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Professional Innovative Approachable Expert Wholesome Locally Sourced Don’t know/None of
these
Silver Spoon Create
Dr Oetker
Renshaws
Betty Crocker
Menier
Green & Blacks
FURTHER COMMENTS - ALLINSONS A brand I trust
Best flour for making bread
Source: Silverspoon pre survey Immediate Insiders: 322 respondents gave further comments
Do you have any further ways to describe the following brands or how you feel about them ?Please type in your answer below.Allinsons Flour
Allisons flour makes me think of healthy, natural ingredients
Expensive but good quality Love this flour but prefer
Homeprides box
They are expert in their field.
tasty rich flour perfect for bread
Seems a high quality brand made with more care and
attention
Readily available and always produces
good results
More expensive than supermarket own brands or
Homepride
I always feel that I am baking something wholesome and good for my family when I
use Allinsons flour
99% 95%
87%
59%
3% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Silver Spoon Sugar Tate & Lyle Whitworths Billingtons Napier Brown
Pre
0% 3%
11%
14%
10%
17%
43%
3%
8%
21%
26%
14%
17%
11%
2%
7%
19%
26%
17% 19%
11%
1% 3%
11%
18% 17%
25% 26%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Every week Every fortnight About once amonth
Every 2-5 months Every 6 months Less often Never
Billingtons
Silver Spoon Sugar
Tate & Lyle
Whitworths
70% 69%
53%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Silver Spoon sugar Tate & Lyle Whitworths Billingtons
Pre
Will definitely/probably buy
5%
1%
8%
3%
9%
75%
2%
1%
5%
1%
6%
85%
5%
1%
6%
1%
2%
8%
80%
4%
1%
6%
1%
2%
7%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Mobile device app (e.g. iPad app)
Email marketing
In-store
Internet
Magazines
Newspapers
Outdoor posters
Radio
Sampling- I received a sample of this baking product
TV
I have seen advertising for this baking product brand but Ican't remember where
I haven't seen any advertising for this baking product brand
Whitworths
Tate & Lyle
Billingtons
Silver Spoon Sugar
8%
6% 6%
5%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
Silver Spoon Sugar Whitworths Tate & Lyle Billingtons
Pre
1% 1%
14%
42%
33%
10%
0% 1%
15%
27% 24%
33%
0% 1%
12%
44%
34%
8%
1% 1%
22%
3% 2%
72%
0% 1%
14%
43%
27%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 Very poorimpression
2 Poor impression 3 Neutral 4 Good Impression 5 Very goodimpression
I’m not sure
Silver Spoon Sugar
Billingtons
Tate & Lyle
Napier Brown
Whitworths
40%
45%
2%
29%
35%
19%
13%
17%
34%
18%
9%
13% 14%
9%
13%
47% 46% 48%
3%
26%
40%
19%
15% 16%
37%
32%
6%
22%
31%
13% 12%
27%
0%
10%
20%
30%
40%
50%
60%
Quality British Expensive Good value Traditional Trusting Great taste Don’t know/None of
these
Silver Spoon Sugar
Billingtons
Tate & Lyle
Whitworths
34%
4%
18%
22%
13%
7%
37%
22%
3%
8%
15% 14%
4%
57%
36%
5%
17%
26%
15%
4%
34%
27%
3%
14%
18%
24%
3%
42%
0%
10%
20%
30%
40%
50%
60%
70%
Professional Innovative Approachable Expert Wholesome Locally Sourced Don’t know/None of
these
Silver Spoon Sugar
Billingtons
Tate & Lyle
Whitworths
68%
58%
52%
54%
56%
58%
60%
62%
64%
66%
68%
70%
‘Silver Spoon is the home of British sugar’ ‘Silver Spoon is the expert in sweet ingredients’
Pre
Agree strongly/agree slightly
31%
33%
30%
31%
31%
32%
32%
33%
33%
34%
34%
‘Billingtons sugar has a superior taste to other sugar’ ‘Billington’s is worth paying more for’
Pre
Agree strongly/agree slightly
7%
5%
2% 2%
1%
0%
1%
2%
3%
4%
5%
6%
7%
Nielsen Massey Taylor & Colledge Little pod Star Kay Ndali
Pre
0% 1% 1% 2% 3% 10%
83%
0% 1% 1% 2% 2% 11%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Every week Every fortnight About once amonth
Every 2-5months
Every 6 months Less often Never
Nielsen Massey
Taylor & Colledge
4% 3%
19% 16%
10%
47%
1% 3%
20%
16%
11%
49%
1% 2%
18% 17%
11%
51%
0%
10%
20%
30%
40%
50%
60%
Will definitely buy Will probably buy Might or might notbuy
Will probably notbuy
Will definitely notbuy
Don’t know
Nielsen Massey
Taylor & Colledge
Ndali
0%
0%
1%
0%
1%
0%
0%
0%
0%
1%
5%
92%
0%
0%
1%
0%
0%
0%
0%
0%
0%
0%
4%
94%
0%
0%
1%
0%
0%
0%
0%
0%
0%
0%
5%
94%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile device app (e.g. iPad app)
Email marketing
In-store
Internet
Magazines
Newspapers
Outdoor posters
Radio
Sampling- I received a sample of this baking product
TV
I have seen advertising for this baking product brand…
I haven't seen any advertising for this baking product…
Ndali
Taylor & Colledge
Nielsen Massey
1% 1%
21%
4% 5%
68%
0% 0%
21%
5% 4%
69%
0% 1%
20%
3% 2%
73%
1% 1%
22%
3% 1%
72%
1% 1%
22%
2% 2%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 Very poorimpression
2 Poorimpression
3 Neutral 4 GoodImpression
5 Very goodimpression
I’m not sure
Nielsen Massey
Taylor & Colledge
Little pod
Star Kay
Ndali
7% 1% 5% 2% 3% 2% 4%
88%
5% 4% 4% 2% 3% 1% 2%
87%
2% 1% 2% 2% 1% 1% 2%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Quality British Expensive Good value Traditional Trusting Great taste Don’t know/None
of these
Nielsen Massey
Taylor & Colledge
Ndali
6% 2% 2% 5% 2% 1%
88%
5% 2% 1% 4% 1% 1%
90%
2% 1% 2% 2% 1% 1%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Professional Innovative Approachable Expert Wholesome Locally Sourced Don’t know/None of
these
Nielsen Massey
Taylor & Colledge
Ndali
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Agree strongly Agree slightly Neither agree nordisagree
Disagree slightly Disagree strongly
‘Nielsen Massey has high quality flavoured extracts’
‘Nielsen Massey is a Vanilla Extract worth paying more for’
40% 40%
24%
17%
9%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Silver Spoon Supermarket OwnBrand
Dr Oetker I don’t know Renshaws Other
1
Most important
2
3 4
5
6 7
8 9
10
11 12
13 14
15 Least
important
Taste Easy to knead
Easy to roll
Can be rolled thin
Doesn’t crack once on the cake
Price
The right pack size to minimise leftovers
Doesn’t contain artificial colours
Doesn’t contain artificial flavours
Pure white in colour
Gives a matt finish
Nutritional content
Ingredient list
Gives a glossy finish
Brand name
When choosing which Ready to roll white icing / sugar paste to use, what are the most and least important attributes for you?
78%
18%
2% 1% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Round Square Other Don't Know
What shape cake do you ice most often with white Ready to Roll icing / Sugar Paste?
54%
25%
19%
3%
500g
250g
1kg
Other
What pack size of white Ready-to-Roll icing / Sugar Paste do you currently buy?
37%
28%
14% 14%
6%
2% 0%
5%
10%
15%
20%
25%
30%
35%
40%
No preference Silver Spoon Dr Oetker Supermarket ownbrand
Renshaws Other Brand
Which brand of white Ready to Roll icing / sugar paste do you prefer to buy?
Easier to roll and mould
Good reputation No failures with
this product
Great flavour and so easy to use
Traditional brand, well price matched
Well known , tried and tested
I feel it's the best one
Name used since I was a child. habit.
Why they prefer silver spoon ready to roll icing?
75%
25%
Yes
No
Do you generally like the taste of Ready to Roll icing / sugar paste?
14%
86%
Yes
No
Should ready to roll icing have a predominant flavour?
54%
25%
20%
1% 0% 0%
10%
20%
30%
40%
50%
60%
Wrapped in foil only No preference Wrapped in foil & packedin a box
Other Packed in a tray &wrapped in foil
What is your preferred type of packaging for ready to roll icing / sugar paste and why?
40% prefer wrapped in foil only because it is a less waste of packaging
less packaging with less waste
No unnecessary packing
Keeps well, green packaging
Environmentally better
Can feel icing and less packaging
Minimal packaging to dispose of
space saving and least waste of packaging
less waste for recycling
Source: Silverspoon post trial survey 138
Q. Did you dust the surface before rolling out?
Batch 295- 86 respondents batch 309-52 respondents
88%
12%
88%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Silver Spoon
Dr Oetker
How did you get the icing onto the cake?
48%
9%
43% 43%
7%
49%
0%
10%
20%
30%
40%
50%
60%
Using hands and spatula /tools
Just using spatula / tools Just using hands
Silver Spoon
Dr Oetker
Source: Silverspoon post trial survey 138
Q. How did you get the icing onto the cake?
Batch 295- 86 respondents batch 309-52 respondents
62%
38%
295
309
Source: Silverspoon post trial survey 138
Q. Which batch of ready to roll white icing did you use first?
Batch 295- 86 respondents batch 309-52 respondents
Which batch of ready to roll white icing did you use first?
Batch 295- Silver Spoon Batch 309 -Dr Oetker
How hard or soft was the icing for when you first took it out of the pack?
Source: Silverspoon post trial survey 138
Q. How hard or soft was the icing for when you first took it out of the pack?
Batch 295- 86 respondents batch 309-52 respondents
9%
46%
41%
3% 0% 4%
22%
67%
7% 0% 0%
10%
20%
30%
40%
50%
60%
70%
80%
Much too hard A little too hard Just right A little too soft Much too soft
Silver Spoon
Dr Oetker
Majority of respondents felt Dr Oetker was just right Over 4 in 10 felt Silver Spoon was a little too hard
How hard or easy was it to tear the icing into chunks /pieces / strips?
5%
22%
27%
29%
17%
1% 4%
26%
32%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1- Very hard 2 3 4 5- Very easy
Silver Spoon
Dr Oetker
Source: Silverspoon post trial survey 138
Q. How hard or easy was it to tear the icing into chunks /pieces / strips?
Batch 295- 86 respondents batch 309-52 respondents
69% found Dr Oetker icing easy/very easy to tear 46% found Silver Spoon icing easy/very easy to tear
32%
42%
18%
4% 4%
51%
28%
14%
2% 4% 0%
10%
20%
30%
40%
50%
60%
Less than 3minutes
3-6 minutes 7-9 minutes 10 minutes ormore
Don't know
Silver Spoon
Dr Oetker
How long did it take you to get the icing into a state where you could use it?
Source: Silverspoon post trial survey 138
Q. How long did it take you to get the icing into a state where you could use it?
Batch 295- 86 respondents batch 309-52 respondents
Dr Oetker, for the majority, took less than 3 minutes to get into a state for use Silver Spoon took 3-6 minutes to get into a state for use
Source: Silverspoon post trial survey 138
Q. How does this time meet your expectations?
Batch 295- 86 respondents batch 309-52 respondents
10%
29%
51%
9%
1% 4%
13%
53%
17%
13%
0%
10%
20%
30%
40%
50%
60%
A lot longer than Iexpected
A little longer than Iexpected
As long as Iexpected
A little faster than Iexpected
A lot faster than Iexpected
Silver Spoon
Dr Oetker
How does this time meet your expectations?
For both batches over 50% thought that this was as long as they expected However more consumer felt Silver Spoon took longer than expected (29%)
Source: Silverspoon post trial survey 138
Q. How satisfied were you with the aroma of the product?
Batch 295- 86 respondents batch 309-52 respondents
How satisfied were you with the aroma of the product?
28%
32%
29%
9%
1%
30%
35%
26%
6% 4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Very satisfied Quite satisfied Neither satisfiednor dissatisfied
Quite dissatisfied Very dissatisfied
Silver Spoon
Dr Oetker
Over 6 in 10 were satisfied with the aroma of both of the icing products
30%
36%
19%
11%
4%
35%
39%
17%
8%
1% 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very satisfied Quite satisfied Neither satisfied nordissatisfied
Quite dissatisfied Very dissatisfied
Silver Spoon
Dr Oetker
Source: Silverspoon post trial survey 138
Q. How satisfied were you with the taste of the product?
Batch 295- 86 respondents batch 309-52 respondents
How satisfied were you with the taste of the product?
74% were satisfied with the taste of Dr Oetker icing 67% were satisfied with the taste of Silver Spoon icing
How easy was the product to roll?
Source: Silverspoon post trial survey 138
Q. How easy was the product to roll?
Batch 295- 86 respondents batch 309-52 respondents
4%
18%
35%
24%
19%
4% 5%
22%
32%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1- Very hard 2 3 4 5- Very easy
Silver Spoon
Dr Oetker
Majority of resopdents found Dr Oetker easy to roll 43% found Silver Spoon easy to roll
29%
17%
4%
59%
17%
11% 1%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cracking Sticking Other problems I did not experience anyproblems
Silver Spoon
Dr Oetker
Did you experience any of the following problems with the icing?
Source: Silverspoon post trial survey 138
Q. Did you experience any of the following problems with the icing?
Batch 295- 86 respondents batch 309-52 respondents
Majority did not experience any problems with either icing product Cracking was the most common problem with the Silver Spoon icing Sticking was the most common problem with the Dr Oetker icing
5%
12%
26%
32%
25%
3% 5%
19%
32%
41%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1- Very hard 2 3 4 5- Very easy
Silver Spoon
Dr Oetker
How easy was the icing to manipulate the ready to roll icing into the shape you wanted?
73% found Dr Oetker easy to manipulate 57% found Silver Spoon easy to manipulate
Source: Silverspoon post trial survey 138
Q. How easy was the icing to manipulate the ready to roll icing into the shape you wanted?
Batch 295- 86 respondents batch 309-52 respondents
3%
16% 16%
65%
1% 9%
14%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Icing fell apart a lot Icing fell apart a little Icing just about stucktogether
Icing stuck together well
Silver Spoon
Dr Oetker
Did the icing fall apart or stick together well?
Source: Silverspoon post trial survey 138
Q. Did the icing fall apart or stick together well?
Batch 295- 86 respondents batch 309-52 respondents
Majority felt the icing stuck together well for both icing products
2%
7%
27%
30%
33%
2% 5%
17%
30%
46%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1- Very hard 2 3 4 5- Very easy
Silver Spoon
Dr Oetker
Source: Silverspoon post trial survey 138
Q. How easy was it to get the icing on the cake in the way that you intended?
Batch 295- 86 respondents batch 309-52 respondents
41% 41%
10%
6% 2%
53%
33%
8% 3% 3%
0%
10%
20%
30%
40%
50%
60%
Very satisfied Quite satisfied Neither satisfied nordissatisfied
Quite dissatisfied Very dissatisfied
Silver Spoon
Dr Oetker
86% were satisfied with the cake immediately after they applied Dr Oetker icing 82% were satisfied with the cake immediately after they applied Silver Spoon icing
How satisfied are you with the look of the cake immediately after you had applied the icing for product xxx?
Source: Silverspoon post trial survey 138
Q. How satisfied are you with the look of the cake immediately after you had applied the icing for product xxx?
Batch 295- 86 respondents batch 309-52 respondents
Source: Silverspoon post trial survey 138
Q How satisfied are you with the look of the cake after several hours / days?
Batch 295- 86 respondents batch 309-52 respondents
39%
43%
11%
5% 2%
51%
35%
9%
3% 2% 0%
10%
20%
30%
40%
50%
60%
Very satisfied Quite satisfied Neither satisfied nordissatisfied
Quite dissatisfied Very dissatisfied
Silver Spoon
Dr Oetker
How satisfied are you with the look of the cake after several hours / days?
86% were satisfied with the cake several hours/days after they applied Dr Oetker icing 82% were satisfied with the cake several hours/days after they applied Silver Spoon icing
10 9 8 7 6 5 4 3 2 1 Excellent Poor
24%
27%
Source: Silverspoon post trial survey 138
Q On a scale of 1-10 where 10 = excellent and 1 = poor, how would you rate ready to roll icing product xxx?
Batch 295- 86 respondents batch 309-52 respondents
Both batches of icing got a rating of 8
58%
42% Dr Oetker
Silver Spoon
Which batch did you prefer and why?
Source: Silverspoon post trial survey 138
Q Which batch did you prefer and why?
Batch 295- 58 respondents batch 309-80 respondents
51%
46%
3% 0%
10%
20%
30%
40%
50%
60%
Always Sometimes I don’t know
Good texture, easy to handle
Easier to work with
Good quality & value for money
A brand I really trust for all things baking
Excellent quality every time
Nice flavour very white keeps well
Seems the best
Find it easiest to mould, roll and gives nice finish
Why they prefer Dr Oetker ready to roll icing?
Range of colours Quality and trust name
Easiest to work but not easily available where I live
Why they prefer Renshaws ready to roll icing?
Buy online in bulk
Not cheap but performs well
Good quality
Tesco good icing to use and not expensive
Good enough quality and reasonably priced
Tesco cheap so waste doesn't matter
It works well at a reasonable price
Price
Morrisons because it is our local supermarket
Why they prefer supermarket own brand ready to roll icing?