CASE STUDY: NOMOO Brand innovation in an own label Environment Hamish Renton (managing director)

UNIQ PREPARED FOODS We are a European chilled convenience food group enjoying many market-leading positions, selling our products in 12 countries. We manufacture in the UK, France, Germany, the Netherlands and Poland and employ 6,600 people. Our product range consists of salads, desserts, ready meals, sandwiches, fish, sauces, dips and dressings.

Riviera Desserts Riviera Desserts is one of the 6 UK subsidiaries of UNIQ Plc. We’re based in Paignton, Devon and enjoy the freedom of a business unit. Our culture is important to us; it’s about combining new and innovative talent with our established and experienced manufacturers. Standards Discipline Professionalism Approachable Informal Energetic Easy to deal with Process Our Culture Alternative Cultures Rigid & Old School Exterior Weak & Uncertain Interior Accessible Organisation But Interior is Too Laid Back Interior and Exterior of Organisation is Strict & Rigid

WHY NOMOO WAS BORN up to 1% of Adults have a food allergy But … 33% claim to have a food intolerance Source: Mintel 2006

THE DAIRY FREE MARKET Dairy free market  Milk  Milk Shakes  Yoghurts  Ambient Cream  Ambient Custard  Ambient Desserts  Spreads  Functional NO Fresh dairy free DESSERTS

A DELICIOUS Dairy Free DESSERTS RANGE with Personality SATISFYING CONSUMER NEEDS FOR Healthier Eating WITHOUT COMPROMISING ON TASTE Our focused proposition Dairy free platform is broader than just soy Embracing the wellbeing trends

Own Label or Brand? Decision is brand: Ability to broaden target to wellbeing Distinctive proposition versus competition Cross category development for future OWN LABEL Uniq Heritage Functional Trust Recognition Established BRand New territory Emotional Scale Control Innovative

How we did it “Idea, passion driven and non linear process of change tempered with professionalism in execution” Focus GroupsRecipe trialsIdea scoping Name generation Design agency Recipe amends Packaging choices Retailer sell in Scale upteamwork

Within an own label company Changing an own label mindset to incorporate brands challenges new mindset new economic model new relationships risk taking orientation medium term perspective

The importance of research INSIGHTS INTO: - Primary & secondary target - Preferred creative route - Hierarchy of communication - Preferred product range - Relevant media channels Taking the time to really understand your consumers MASS MARKET WELLBEING DAIRY FREE Cute, funny, quirky, I like it (wellbeing) It feels healthy (wellbeing)

Our range of products Chocolate Mousse 85g VANILLA Custard 500g Lemon Mousse 100g Strawberry Mousse 100g

Consultation on allergies Ongoing support/advice from TV health advisor Liz Tucker. “Having been dairy intolerant since childhood, I was fed up with getting inferior treats or none at all. This vanilla custard really is something special. It has no hydrogenated fats, no preservatives, no lactose, no gluten or any dairy related content. But what really matters is that it tastes so good that anyone can just enjoy the taste, so no one will feel excluded.” “Having been dairy intolerant since childhood, I was fed up with getting inferior treats or none at all. This vanilla custard really is something special. It has no hydrogenated fats, no preservatives, no lactose, no gluten or any dairy related content. But what really matters is that it tastes so good that anyone can just enjoy the taste, so no one will feel excluded.” Liz Tucker

Manufacturing & Segregation New processes, new kit, new despatch area = training

What worked well Backing of PLC Sign off of six figure marketing spend Focused proposition Clear point of difference New UNIQ culture of entrepreneurialism Energy MD Commitment SMALL TEAM research Persistence PASSION

What didn’t work so well More quantitative research with time Early Factory engagement & communication Teething issues with entirely new ways of working Time spent Narrowing down product options to core range

Nomoo is currently on sale in three Major UK retailers … further listings confirmed for March

Targeted communications Entering into the community of dairy free consumers

What’s next for nomoo? New Products New Categories New Markets