Cara Chambers

FOOD TRENDS…. & Marketing a Traditional Brand to Millennials…..?

Cara Chambers Marketing Director – Baxters Food Group DATE

1

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

3

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

7

Mar-2017

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Mar-2017

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THANK YOU – ANY QUESTIONS?

Mar-2017

10