SHELF TALK Frozen food By Ruby seeks growth from young affluent consumers By Tanwen Dawn-Hiscox
By Ruby has identified a potential gap in the frozen ready meal market and is targeting sales growth via the young professional demographic. Using local and sustainable produces, it hopes to break down misconceptions about frozen food tap into the “young affluent consumer” market – a demographic it ages at 30-45. Statistics gathered by the company found that 62% of customers fall into that age bracket, and that almost nine out of 10 of them earn over £50,000 a year. The company has plans to ramp up production, and told FFD its current suppliers could keep up with the increases while maintaining product consistency and quality. The London-based company’s latest addition, Thai Red Prawn Curry, is the priced at £3.95 per single portion and £6.96 per double portion for trade, with an RRP of £5.95 and £9.95 respectively. The company sources most of its ingredients in Britain, from Covent Garden market via wholesaler Nature’s Choice or directly from farmers. Retailers can purchase single or double chest freezers from By Ruby for £920 or £1,840, with an expected return on investment within four months. They can also have their own equipment personalised with the company’s branding. The first fill is discounted by 15%. byruby.co.uk
WHAT’S NEW Artisan producer Hawkshead Relish has timed its two latest releases for barbecue season, introducing a Sriracha Ketchup and a Sticky Chilli Marinade. Both are sold in cases of six for £13.90, with an RRP of £3.55. hawksheadrelish.com Simply Ice Cream is eyeing up the four-legged customer market this summer with a range of Simply Pawfection frozen dog treats. Available in either Natural or Blueberry flavours, the ice creams come in at an RRP of £2 per treat and are being sold to independent retail in boxes of 48 at wholesale price. simplyicecream.co.uk Expanding into the vegan market, Hunter & Gather has introduced a range of Olive Oil Egg Free Mayo – available in Classic, Garlic, Sriracha, and Basil Pesto. Freefrom egg, added sugar, soy, milk, seed oils, and all top 14 allergens, the condiment comes in at an RRP of £4.50 for a 250g jar. Trade prices are available on request. hunterandgatherfoods.com
Paley Photography
Counter points Butter
Water in a Box’s new packaging is almost entirely made from plant-based materials as it seeks to increase the product’s sustainable credentials in contrast with cans, plastic or glass bottle alternatives. The cartons are available in two sizes 330ml and 500ml with a RRP of 89p and 99p. waterinabox.co.uk
Food writer and former deli owner Glynn Christian offers up some category-specific conversation starters to sharpen your sales technique.
• Butter is one of the purest products around: just churned cream, pasteurised or not. • Cream is aged or ripened to increase flavour before churning. • European and Scandinavian butters introduce a bacterial culture instead of salt; this is known as cultured or lactic butter. • Lactic cultures improve keeping quality but add flavours that differ country to country. • Unless otherwise specified, UK and US unsalted butter is not cultured.
• Butter heated with oil reaches a higher temperature before burning. • Cook in melted butter only after it has fallen silent, meaning residual water has evaporated
European lactic butters introduce a bacterial culture instead of salt.
This is an extract from Glynn Christian’s book Taste! How to Choose the Best Deli Ingredients, published by Grub Street
Vol.23 Issue 7 | August 2022
39
