Rachel's Organic - Major consumer campaigns fuel healthy growth in 2008
In 2008, leading organic dairy Rachel's Organic will see unprecedented levels of brand investment and consumer sales promotion. The move follows a hugely successful year in 2007 that saw a major brand revamp plus huge sales growth and retail demand for products from the Wales based dairy.
The upshot for grocery retailers is that in 2008, Rachel's will be a clear driver of the premium organic Chilled Yogurts and Desserts market (CYD), thereby offering the trade new and enhanced opportunities to profit from the category. Latest AC Nielsen data shows that the Organic CYD market grew by £4.9M* in the last year to a healthy £119.5M*. Rachel's Organic contributed a staggering 96% of this growth
Now officially accorded 'Cool Brand' status, Rachel's 2008 marketing plans will see a focus on the brand's appeal to consumers opting for modern organic food, reflected in Rachel's stylish, iconic packaging, backed by the substance of its impeccable organic provenance. This 'stylish by nature' theme will feature in Rachel's major advertising campaigns as well as informing an extensive events programme throughout the UK. A schedule of high profile consumer events activity and a heavyweight sampling programme will continue to drive trial.
The company reports that demand for premium and indulgent organic products is stronger than ever in both multiples and independent retail. Rachel's Organic brand growth has consistently outpaced the category and the company is investing in campaigns for growth, especially over the spring and summer periods.
Commenting, Rachel's Marketing Director Steve Clarke said: "Consumers are increasingly aware of nutritional issues and opting for quality fresh and organic food when given the choice. This represents a clear opportunity for retailers as people 'trade up' to more premium organic products. Rachel's Organic represents a very exciting opportunity for those retailers who are focused on growing their Chilled Yogurts and Desserts business. In desserts, Rachel's Divine Rice continues to be the star performer, growing rapidly (+77% YoY). Low Fat and Greek Yogurts are also delivering strong YoY growth, growing +27% and +23% respectively. "
Rachel's Organic has always been about high quality, natural food delivered with flair and style. As such they continue to attract loyal as well as new, aspirational consumers, bolstered by people discovering Rachel's products on British Airways and Eurostar, where selected products are listed.
In 2007, Rachel's Organic household penetration grew by an impressive 38%, with 750,000** new households buying the brand. In market value the brand grew +25% over 2007, nearly 6 times faster than the category*. Rachel's ambitious 2008 brand plan is set to capitalise further on consumer trends and demand for premium organic dairy products.
National Organic Dairy Week (2nd - 8th June 2008)
In early June, Rachel's will again spearhead the annual cross-industry National Organic Dairy Week designed to raise awareness of the nutritional benefits of organic dairy products and draw in new consumers to the brand. The event, now in its third year will see a raft of activity, including celebrity engagements and press engagements plus exciting new website developments to support in-store activities and promotions.
Rachel's to sponsor RHS Hampton Court Flower Show
Rachel's has also just announced a major new title sponsorship of the Royal Horticultural Society's Hampton Court Show from 8-13 July, where the lifestyle focus is on families, home grown goodness and natural food values.
Steve Clarke explains: "We are very excited indeed about this sponsorship. As a brand, Rachel's Organic is all about meeting consumer aspirations for premium natural and organic food choices, produced with care and a bit of style. The Hampton Court Flower show is about making a stylish natural outdoor lifestyle accessible to all. We have a lot of common values. We've been sampling our products at the show for years and always had a great response. As a result we are going back this year as the main partner of the whole event. "
Brand plans for 2008 will also see a trebling of investment in Rachel's Organic consumer marketing and promotion, including a substantial ATL investment including widespread press advertising.
A raft of new product launches in 2008 has already started with a re-launch of Rachel's Organic multi-packs with new yogurt flavours and new designs plus two brand new products - Garden Fruits and Sumptuously Smooth. A complete revamp of the Rachel's Organic children's ranges is also in the pipeline.
As the fastest growing brand in the organic CYD category, week in and week out, grocery retailers are recognising the opportunities for increased sales and profit by increasing the range of Rachel's Organic products they put in the chiller.
*AC Nielsen Scantrack Organic CYD Data to 31.12.07
** TNS Superpanel to 31.12.07