1. Fishermans Friend in Ireland
Gareth Watkins
Robert Roberts Ltd

2. Our History together
Manufacturers, Brand owners & distributors based in Dublin, Ireland
Distributing for Fishermans friend since 1987
Wide range of goods from wine to coffee to confectionery into all retail channels.
Sister company to Robert Roberts, also based in Dublin
Brand owners & distributors with a focus on health foods & pharmaceutical products
They distribute Fishermans Friend into the pharmacy sector

3. Competitive Set

4. On Trade Activity Years of growth built on improving distribution
Focus for 2013 on location in store – Quality & Quantity!
Parasite unit placed – 400+ units, approx. 29% of convenience

5. Advertising Outdoor Advertising
Advertising run for the month of January
Focus this year on commuter transport
Print ads on city buses, urban rail & intercity rail
140 sites
96 sites
254 sites

6. Consumer Activity
Previously sampling in goody bags – linked to running events (Mini Marathons, Charity runs etc.)
Too Female orientated. For 2014 : National Ploughing Championships
Better timing – September
Better demographic – Even spread, male skew
Better exposure – 200,000+ Irish adults

7. Where to next?
Launch of Honey & Lemon in September 2014 highly anticipated
Volumes may allow us to increase support in next 12 months
If possible, a focus on increasing awareness probable
Decision whether to ‘chase’ a younger audience or remain conservative
Fishermans Friend link with Outdoor Adventure sports & Strong Man Run in Europe a good link, hugely on trend in Ireland now

8. Thank you for listening
Any Questions?