Free-from and the major retailers

1
Free-from and the major retailers

• Laura Lebetkin
• Marketing Director - Foods Matter

2
Logos
3
Patricia Wheway with George

• Foods Matter bi-monthly newsletter
• February 2002

4
Foods Matter bi-monthly newsletter - September
2002

• Foods Matter bi-monthly
• newsletter August 2002

5

• Asda launches
• its range
• Foods Matter
• Magazine
• March 2003

6

• Tesco launches own
• label range -
• Foods Matter
• magazine -
• November 2003

7
(No Transcript)
8
Branded goods

• Dietary Specials
• Trufree
• Barkat
• Doves Farm
• Meridian
• Plamil
• Eat Natual
• OK Foods
• Mrs Crimbles
• Alpro
• Life Free from
• Oatly
• Biona

9
General features of own label ranges

• Predominantly ambient and gluten free
• Ambient goods - easier to handle in store than
  frozen or chilled
• Gluten free - harnessing themselves to the
  defined and easily accessible coeliac market.
• Dairy-free market already well catered for by
  special diet and vegetarian/vegan products

10
How many frees - and what about nutritional
content?

• Initially most just gluten free or milk free.
• Increasingly aiming for gluten, wheat and milk
  free.
• Egg allergy rarely catered for and not flagged on
  packs even when egg free.

11
Nutritional Content

• Because most products are cakes and biscuits they
  are often high in both fat and sugar although a
  great deal better than they used to be.
• Hydrogenated and transfats seem to have been more
  or less banished.

12
Morrisons

• Around 30 own label products
• All baked goods, breads or pasta
• Many gluten, wheat and dairy free

13
Morrisons own label products include

• 2 pastas
• 6 breads, baguettes and bagels
• 1 naan
• 4 Scones, pancakes, sponge puddings
• 2 tarts (Cherry Bakewell Fruits of forest)
• 5 cakes
• 10 sweet cookies/biscuits

14
Morrisons ingredients information

• Flag freefrom on front of pack only.
• No logos

• Clear allergy advice
• Comprehensive ingredients list with E numbers

of pack.
15
Asda

• Around 30 own label products
• All baked goods, breads or pasta - and 3 beers!
• Many gluten, wheat and dairy free

16
Asdas own label products include

• 3 pastas
• 7 breads, baguettes and bagels
• 3 cereal bars
• 2 savoury crackers
• 9 cakes
• 3 beers
• 4 soya milks

17
Asdas ingredients information

• Flag freefrom on front of pack only.
• No logos
• Clear allergy advice
• Comprehensive ingredients list - no E numbers

of pack.
18
Says Asdas freefrom buyer, Richard Storrie

• Asda always strives to provide customers with
  the range they want. We constantlylisten to
  customer feedback and introduce ranges
  accordingly. Free From has been no exception. We
  are regularly updating our Free From range with
  new and innovative products.
• Currently we have 240 ambient products in our
  biggest store offer. In response to customer
  feedback, going forwards we will focus on gluten,
  wheat and dairy free range. We also carry and
  will continue to develop a frozen offer and
  a number of chilled lines to give a complete
  offer to the customer.
• Own label has been instrumental in our success
  this year. We will continue to develop Asda Brand
  lines but I recognise the importance of balancing
  the proportion of own label with branded product.
• For a supplier to secure a new listing in Asda's
  Free From range, the product must be innovative,
  taste great and have clear labelling.

19
Sainsbury

• Around 40 own label products
• Mainly baked goods, breads or pasta - but
  significant range of frozen main courses aimed
  at children
• Many gluten, wheat and dairy free

20
Sainsbury own label products include

• 8 frozen products including fish fingers, chicken
  nuggets, chicken Kievs, shepherds pie and ice
  cream
• 5 cakes
• 8 cookies/biscuits
• 6 breads or scones/muffins
• 2 sweet pies
• 2 pastas
• muesli and porridge
• chocolate bars and boxes
• vanilla custard
• cereal bars

21
Sainsbury ingredients information

• Flag freefrom on front of pack only.
• Use logos which could be slightly confusing
• Allergy advice comprehensive
• Comprehensive ingredients list - no E numbers

of pack.
22
Tesco

• Around 60 own label products
• Mainly baked goods, breads or pasta - pioneers of
  interesting baked goods
• Many gluten, wheat and dairy free

23
Tesco ingredients information

• Flag freefrom on front of pack only.
• No logos
• Allergy advice very compre-hensive altho do
  not repeat main freefroms on back of pack
• Comprehensive ingredients list - no E numbers

of pack.
24
Says Tesco freefrom buyer, Nicki Clowes

• There was a Free From range review last
  week where a number of new and reformulated lines
  were launched. These launches were the result of
  months of dedicated work from an
  experienced technical and development team demonst
  rating our continued commitment to range.
• We currently offer 60 own label products. The
  majority of the range falls within the bakery,
  impulse and grocery categories with only one
  Frozen (Fish Fingers) and one Meat line
  (Sausages). We do however believe there to be
  further opportunities within the fresh areas and
  this something we are looking at.
•  

25

• The ambient range (bakery, impulse grocery) is
  merchandised together and acts as a 'destination'
  for the Free From customer. Our customers
  continue to tell us this is what they want and we
  therefore have no plans to move away from this.
  We are however talking to customers and trialling
  various options relating to where this range is
  best located within our stores. As you know we
  currently offer both Tesco own label and branded
  products within our Free From range. We intend to
  maintain a branded offer to ensure the widest
  choice for customers.    
•  
• We are continually developing and improving our
  offer within this sector. At a time when a
  growing number of people in the UK are suffering
  from food allergies and intolerances we remain
  committed to offering our customers even greater
  support and choice.   

26
Waitrose

• No own label - as yet
• Very compre-hensive range of branded goods

27
Supplying supermarkets

• All the supermarkets are open to interesting
  suggestions
• If you are looking for volume, you need
  supermarkets
• But, supplying to supermarkets has its own
  disciplines. Viz
• Come up with a product that they want
• Prove that you have got all contamination issues
  under control
• Supply a product with a sufficiently long shelf
  life
• Be prepared to work to short lead times
• Supply in pallet loads
• Deliver to the places (all over the country) that
  they need it
• And remember - if your product does not sell in
  sufficient quantity, it will be dropped, quite
  possibly with no warning!

28
Free-from and the major retailers

• Laura Lebetkin
• Marketing Director - Foods Matter
• www.foodsmatter.com
• Laura_at_foodsmatter.com
• 020 7722 2866