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WINTER WARMERS McCain able to ‘bring the warmth’ “Winter is a time for meals that bring us warmth from the inside, as we fight the cold on the outside,” McCain Foods ANZ Pizza Brand Manager Alice Briant said. “We share happy moments together with family and friends eating this comfort food, whether lingering around the table for a meal or congregating in the living room with snacks while watching television together.” She adds that McCain products, such as its range of Pizza Pockets, Slices and Singles are “ideal” solutions for these meal opportunities, “They’re perfect, comforting food options \[that require\] little preparation time and minimal cooking, allowing consumers to have more time snuggled up,” she said, describing the range as “the ideal comforting and convenience option this winter, whether for a meal or a snack”. “With all your favourite classic pizza flavours from Cheese & Bacon to Ham & Pineapple, there’s sure to be a flavour everyone loves,” Mr Briant said. As the COVID-19 pandemic took hold, panic buying pushed up sales at McCain Foods “with people wanting tasty and easily prepared foods to have on hand in their freezer”, she says. “Further to that, with consumers working and schooling from home, McCain’s range of Pizza Pockets, Slices and Singles made for the perfect option for quick and convenient lunches \[and snacks\] at home,” Ms Briant added. McCain, she says, has maintained its “commitment to the health and safety of \[staff\] and customers ... and the broader community” during the pandemic. “We’ve been conducting temperature checks for all staff and external visitors entering the plant, and practising the appropriate social distancing measures on site as well as implementing more safety precautions,” she said. Echoing the sentiments around the importance of storytelling through packaging, Ms Briant says McCain packaging “portrays the wholesome brand’s story, displaying consistent sun shining over a fertile landscape, providing necessary nutrients as well as warmth, joy and happiness to our earth”. “McCain has consistently provided Australian retailers and consumers quality food products for more than 50 years and proudly brings happiness to mealtimes,” she said. What’s on the horizon for the well- known brand? “We’re always inspired by trends seen in restaurants and cafés, as our customers want to bring those flavours home,” Ms Briant said. “We’re looking forward to introducing two more all- time-favourite pizza flavours, Hawaiian and Super Supreme, in the Pockets range into independent grocery stores in the coming months.” She adds that a trend to watch out for is the blurred line between snacks and traditional meal occasions. “Watch this space,” she said. FROM PAGE 37 In line with this, what makes Hart & Soul products stand out is that they’re “made with real ingredients, no powders”, Ms Walters says. “The adventurous flavours are packed full of herbs and spices, which not only serve to provide flavours of the world but also drive nutritional properties and benefits,” she said. Walk down the soup aisle of any supermarket and it’s hard not to notice the innovations within the various offerings, much of which is influenced by consumer trends such as the rise in veganism. “Veganism is now becoming mainstream and as a result we’re seeing brands desperately trying to catch up with demand,” Ms Walters said. While all brands in the category “are looking to capture the rise in demand for vegan options”, she says Hart & Soul has responded by reformulating “recipes to make existing flavours vegan where possible without taking away from the overall flavour experience”. Ms Walters adds that in 2020, consumers can expect to see Hart & Soul products spanning four categories with 40 of its 58 lines classed as vegan. While soup popularity is seasonal and the product is a perfect warmer in winter, the challenge for brands is to make this category “relevant over the whole year”, as Ms Walters points out. “As seen in 2019, our 2020 launches see Hart & Soul provide new formats to the category,” she said. “2019 saw the launch of the Noodle Soup range, which is a more carbohydrate-heavy option, providing a more fulfilling meal solution. Our new 2020 launch \[includes\] the Low-Cal Soup Broths, which are low calorie with the benefit of a chicken, beef or vegetable broth base.” As the soup shelf becomes increasingly busy in retail, to stand out from the rest of the pack brands must consider their marketing and packaging approaches: storytelling, if you like. “At Hart & Soul, we strongly believe in staying true to our story,” Ms Walters said. “At the core of Hart & Soul is all- natural ingredients and good, wholesome flavours. This message coincides with the packaging hierarchy, where product name and benefits dominate the pack prior to the brand logo. “The role of category storytelling is something retailers could better leverage. The category should sing, not just in its category space but across the total supermarket. What’s more appropriate for winter than a bowl of nourishing soup?” Powered by sunlight Echoing the sentiments of other players in this space, South Australian Gourmet Food Company Marketing Manager Dean de Villiers says soup purchase is TO PAGE 40 38 RETAIL WORLD JUN, 2020