FOOD TRENDS…. & Marketing a Traditional Brand to Millennials…..?
Cara Chambers Marketing Director – Baxters Food Group DATE
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1868
2nd Generation Ethel and William Baxter
1916
William and his wife Ethel build a factory and while Ethel creates an exceptional range of jams, William travels by bicycle and train to market them the length and breadth of Scotland
George and Margaret Baxter borrow ÂŁ100 to open a grocery shop in Fochabers, Speyside.
Founders
George & Margaret Baxter
Margaret commences jammaking in the back of the shop
1962
1952
First company to introduce twist off jar lids to UK market
1954 Baxters become beetroot brand leader
1999 4th Generation Audrey Baxter
Audrey Baxter becomes Executive Chairman & Group CEO
1929 First Baxters soup launched – Royal Game
Today
1994 Audrey Baxter becomes Managing Director
3rd Generation George & Ena Baxter (& Ian)
2001[ The Group has undertaken ten acquisitions since 2001 across the UK, USA, Canada and Australia
The Group is, at its core, a branded food manufacturer but an increasingly significant part of its portfolio comes from supply to third-party brand owners, through licensing, co-packing and customer own brand supply Manufacturing facilities in six countries on three continents
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BAXTERS FOOD GROUP OUR CORE MARKETS
The category needs to evolve to meet the needs of today’s shoppers
Changing lifestyles
Health & wellness consciousness
Squeezed lives (time &/or money)
Limited meal repertoire, esp. mid-week Feel have less cash – and this will continue
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Desire to be healthier
Growth in ‘healthier’ alternatives Willing to pay more for added health benefits. 52% want to recognise ingredients
Channel hopping shifting habits Shifting shopping habits
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39% of consumers buy lunch out of home at least once a week (e.g. refuel) +3 channels shopped on average per month (higher at Christmas) Top Up shop is big box store’s #1 mission
Value creativity
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People still willing to spend more for quality 50% want products together (e.g. events)
Added value & VFM
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Mar-2017
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Mar-2017
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THANK YOU – ANY QUESTIONS?
Mar-2017
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