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GORGEOUSLY GLUTEN FREE STEVE WALPOLE. FRESH PASTA SPEND (£s) PERFORMANCE 134.3 Million 92.8 Million 41.5 Million 5.7%5.5%6.3% YOY SPEND £s Source: Kantar.

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Presentation on theme: "GORGEOUSLY GLUTEN FREE STEVE WALPOLE. FRESH PASTA SPEND (£s) PERFORMANCE 134.3 Million 92.8 Million 41.5 Million 5.7%5.5%6.3% YOY SPEND £s Source: Kantar."— Presentation transcript:


2 FRESH PASTA SPEND (£s) PERFORMANCE Million 92.8 Million 41.5 Million 5.7%5.5%6.3% YOY SPEND £s Source: Kantar Mar 2013/ Nielsen Scantrack Fresh Pasta is an attractive on-trend market with strong and accelerating growth UK penetration is low at 24%, consumption is 3rd lowest in EU: lots of growth potential! A bit about pasta

3 So whos selling all that pasta? Growth driven by Waitrose & JS: Waitrose = huge over-performance vs company share - branded performance in JS & Waitrose driving above-average growth levels Source: Kantar Mar 2013/ Nielsen Scantrack

4 A bit about us 1 st shop in Gerrard St Soho in st company to introduce fresh pasta to UK 1 st Gnocchi range in the UK in st Organic fresh pasta range in st Gluten Free fresh pasta range in st Oriental Noodle manufacturer in the UK Business still owned & run by 3 rd generation of the family, Paul Ugo

5 Manufacturing Advantage Factory in Hertfordshire x 4 units Bespoke Italian machinery: traditional techniques Food miles & reduced carbon footprint Active CSR policy with targets to reduce CO2 food waste and energy consumption/ unit Capability for efficient production of ALL filled and unfilled pasta types Headroom for M&S business: capacity utilisation of 60% - previously locked into exclusive contract with Waitrose £0.5m investment in additional ravioli capacity

6 UFG have undertaken an extensive consumer research & insight programme to ensure range development meets consumer needs Consumers like to have the choice between brand and retailer brand o but no brand playing that category role yet Consumer Understanding Wow! If I knew this range was in Waitrose Id go there especially to find it!! I dont mind if its made in Italy or not….in fact its nice to know its made here and Im supporting local business Im looking for convenience and quality…but from a brand I can trust. Im happy to pay more for quality Most of the fillings you get are just paste but this lot tastes like real food

7 A bit about me Im Steve Walpole Senior executive chef at BA designing all meals including Special Meals Senior lecturer at Westminster College Course co-ordinator and lecturer for Jamie Olivers 15 Foundation Avid interest in health benefits of free from Avid interest in doing things that havent been done before! Passion for involving everybody in eating delicious food

8 Chickpea Gluten Free Fresh Pasta 3-fold Category Opportunity – Coeliacs + Wheat Intolerant/Allergic – Sports Market Endurance Strength – Health Market

9 DellUgos First Gluten Free fresh pasta range

10 Chickpea Pasta – the story Discovered by mistake! By virtue of being an innovative and experimental company Looking at spelt noodles and wholemeal pasta options Came in a batch of new flours of all kinds Proved to work brilliantly for making pasta The rest is history Launched under the brand Naturopasta with some other products Chickpea pasta proved to be the Chanel No 5 from the range

11 Taste Sensation Versus other gluten free products, Chickpea pasta has taste superiority Recently reviewed by Masterchef judges Greg Wallace and John Torode who praised the product Nutty flavour Perceived health benefits of being chilled Although currently only 4% of Dell Ugo sales, it comprises 20% of web enquiries

12 The Healthy Carb Choice Unrefined grains and pulses much healthier than refined grains Growth in these healthy alternatives seen in many other categories e.g. breakfast cereals, bread High levels of insoluble & soluble fibres Helps control blood sugar Helps in weight loss/maintenance Helps lower blood cholesterol Promotes bowel regularity

13 Coeliac/Gluten intolerant Opportunity 1 in 100 people in the UK are diagnosed as Coeliacs 500k in the UK An estimated 1m are undiagnosed Coeliacs An additional 15% of the population are believed to be Gluten Intolerant (6m) Market Opportunity for pasta is, we believe around £18m for the coeliac and gluten intolerant community Growing at 10% per year in line with the growth of both the pasta market and the gluten-free market

14 The Sports Opportunity The high protein in chick peas make it perfect for strength based sports Low GI index of chick pea makes it perfect for stamina based sports (GI index 28) Also contains many critical micronutrients 6.2m active sports people in UK (source Sport England Oct 2011) Assume 30% are keen athletes / sports people Assume current penetration and drives 30% incremental eating occasions £3.25m RSV and £1.25m Profit opportunity from 3 SKUS

15 Health Opportunity Surveys vary but it is estimated that 37% of women and 18% of men are dieting most of the time (9m) Assume current penetration and drives 20% incremental eating occasions £3.9m RSV and £1.5m Profit opportunity from 3 SKUS

16 Category Opportunity for retailers Across the 3 target groups represents a category opportunity of £25.1m RSV, £9.6m incremental profit Potential destination shop for Coeliac & Gluten intolerance Attract new consumers into the category increasing penetration

17 Chris Steele - magazine Coeliac society Free From website Foods you can activity Gluten free features Gluten Free week Gluten free blog sites Gluten Free Hamper deals Recipe competition CoeliacSportsHealth Cain Leatham Athlete endorsement Sports magazines Virgin gyms Jessica Richardson Health magazines Nutritionist tie ups Enjoy Pasta Again Great Gluten Free The Perfect Sports Partner Your Tasty Healthy Carb Choice Dell Ugo Gluten Free Pasta activity Masterchef Endorsement (foodie credentials)

18 Wheat and Rice Penne & Tagliatelle A like for like replacement for normal pasta Our target was to create a gluten free pasta that tasted like pasta (which is now our marketing tagline) Personally driven by our MD Paul Ugo both due to his interest in being able to crack a difficult technical challenge for its own sake but also because his wife became gluten intolerant during her second pregnancy Running a pasta company and not being able to eat pasta together was a strong motivator

19 Features & Benefits A long form for favourite saucy dishes A short form perfect for kids and bakes as well as sauces First fresh gluten free pasta in Europe Cooks from fresh or frozen (very convenient for busy mums) in 4/5 minutes Doesnt fall apart No added nasties Very difficult to achieve, and a total secret how we did it

20 Challenges Distribution Rate of Sale Educating the mainstream about health benefits without doing down our core product

21 Where to next? Filled pasta! Experimenting with other flours (cassava, banana, coconut etc)



24 Coeliac/Gluten Free Opportunity Calculations 1 in 100 people in the UK are diagnosed as Coeliacs 500k in the UK An estimated 1m are undiagnosed Coeliacs An additional 15% of the population are believed to be Gluten Intolerant (6m)

25 Gluten Free PR Coverage

26 Gluten Free Coverage Highlights – Trade and Consumer The Grocer – We are pleased to be bringing to market a fresh gluten-free pasta that tastes just like pasta. No more falling apart, sticking together or compromise. Said Ugo Foods Marketing head Helena Jevons The Grocer – 01/06/2013 Circulation – 30,730 Food Business Review - Ugo Foods unveils new gluten-free pasta products in the UK Food Business Review 07/06/2013 Circulation – 103,000 The Grocer Focus On: Free From – The challenge remains to get the rate of sale on these products to a level where retailers enjoy sufficient return on investment to continue to list them says Helena Jevons, head of marketing at pasta brand DellUgo, which now offers fresh gluten-free pasta Zest and Yahoo – The winners of the FreeFrom Food Awards 2013 include…fresh chickpea pasta from DellUgo. –: 01/05/013 Circulation – 100,000

27 Continued…… Gluten-free Dairy Blog 19/04/2013 Circulation – 7,500 Gluten Dairy Free Blog – And the winner of the Innovation Award went to DellUgo Chickpea Fusilli. Again, I thought this was a great choice for a winner because this really does tick all the boxes. It is truly innovative (a grain free pasta), incredibly useful for intolerant/allergic people, and holds together well and tastes great. Zest – Twitter - 16/05/2013 Followers– 22,000+ Zest– For #Coeliac Awareness were giving away a £150 hamper full gluten-free goodies! Wuthering Bites Blog –- 15/05/2013 Followers– 3,000+ Wuthering Bites– DellUgos Fresh Chickpea Fusilli, winner at this years FreeFrom Awards, which Ive heard rave reviews about all over the twitterverse! Healthy Food Guide– issue: May 2013 Circulation – 208,425 Healthy Food Guide - FreeFrom Food Awards 2013 – The Innovation Award: DellUgo Chickpea Fusilli

28 Continued…… Im GlutenFree Baby – Facebook - 15/05/2013 Followers– 4,000+ Im Glutenfree baby – Blogger post This week is Coeliac Awareness Week…to celebrate we have a hamper filled with gluten-free goodies to give away…this includes DellUgos Chickpea Fusilli, winner at this years FreeFrom Awards Wuthering Bites Blog - Facebook–- 15/05/2013 Followers– 500+ Im Glutenfree baby – fan comments Fantastic Fresh pasta…about time…will save time when Im in a hurry…….. looks yummy would love to try …… Fresh pasta! I never thought Id be able to try the stuff again! Wuthering Bites– DellUgos Fresh Chickpea Fusilli, winner at this years FreeFrom Awards. DellUgo is the UKs largest fresh pasta brand and specialises in making filled and unfilled pasta, based on authentic Italian recipes.

29 Continued… Italia Magazine – July takes on pasta Media Title – Food Trade Review: Circulation – 4,679 Issue – June 2013 Media Title – Woman and Home – Issue – August 2013

30 I have a wheat allergy, and I have struggled over the years to find decent gf pasta. I just wanted to drop you a line to say thank you for making such delicious fresh pasta.Do you have any plans to develop the gluten range? Particularly interested to know if you plan on making gf ravioli as they look delicious. Thanks again, Kate I was pleased to taste your amazing gluten free pasta at the Allergy Fair in London this year. Today I went to a Waitrose in Kensington and was disappointed not to find your gluten free range available despite having checked if the local Waitrose stocked your produce. I now just checked online and it seems I can order one type from Waitrose online and one type from Ocado, but not both nor am I able to find the tagliatelli... Could you please advise me of which shops do stock your gluten free produce as well as where I may find a full range available? I look forward to hearing from you, Kind regards, Katherine Donaghy What Consumers have to say Message:Just discovered your penne pasta at my local Waitrose, oh boy am I happy thank you so so much for making veggie gluten free pasta. Please please can you develop some more types of gluten free and veggie pasta I it would be so great if you could. Kind Regards Clare Name:Denise Murphy Telephone: Postcode:EN1 1QX Message: Having been a coeliac for over 30 years just tried your Gluten Free Penne and just wanted you to know it is the best g/f pasta I have ever tasted. Message:Please could you tell me how I can obtain your chick pea fusilli? My local Waitrose no longer stocks it, I rang their head office only to be told that they will not be re-stocking it. It is one of the best gluten-free products I have come across and I really would like to buy more of it. Name:Maria Sumner Telephone: Postcode:Sl6 7bd Message:I bought some of your fabulous gluten free pasta at the allergy show but have been unable to find anywhere that stocks it locally to me in maidenhead. Can you please advise the closest stockists to me. Many thanks, Maria Name:Sue Gale Telephone: Postcode:PO32 6QB Message:Hi many thanks for your gluten free penne pasta. it was a pleasure to eat.Any chance of a gluten free spaghetti in the near future.once again many many thanks I have noticed that Waitrose has stopped selling your Chickpea fusilli. I hope Ocado will continue to stock it. What I wanted to know most of all is will you be continuing to make it? I know that you stopped making the spaghetti a long time ago which was a shame as I liked this too. As someone who has a gluten allergy we don\'t get as much choice as other people. The rice fusilli is ok but in all honesty the chickpea is superior especially when added to soups or stews because it keeps its texture much better. Plus of course it has a lovely flavour of its own where as rice pasta of all sorts tends to be a bit bland.Do you plan to sell your pasta through health food stores or to anyone else for instance another supermarket?


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