Page 48 - Retail World March 2021

SNACK FOOD FROM PAGE 45 premium shopper, Kooee is now highly differentiated from the rest of the products in the category,” Mr Malligan said. “Our mission is to continue to be Australia’s leading healthy meat snacks brand. We want to continue to innovate to bring better meat snack options to Australian families, and eventually look at export opportunities later in 2021.” Mr Malligan advises retailers: “\[Reduce\] duplication and \[optimise\] the range by making distinct ‘good-better-best’ offerings within the category.” Kooee is ranged in more than 900 stores around Australia, including Woolworths (Victoria and Tasmania), Dan Murphy’s, OTR, Harris Farm Markets and Coles Local. The brand is about to launch in Coles and Costco. Another company playing in the meat snacks category is New World Foods. Claimed to be Australia’s largest manufacturer of meat snacks, the company is based in Casino, northern NSW, with an additional production facility in York, UK. According to New World Foods, the company is best known for its Mariani and Local Legends jerky brands and Mr Hamfrey’s pork crackle brand, which are sold throughout Australia. New World also exports beef jerky to countries including Japan, Taiwan, Vietnam, Singapore and the US. Among the category’s challenges, Mr Merriman cites availability of retail space. “Having the right stocks available in the correct location in abundance and in variety at the right time to connect with the consumers is the ultimate goal,” he said. “My advice \[to retailers\] would be to take advantage of the positive growth that snacks are enjoying and expand the range in stores in line with the sales returns that this category offers.” Mr Merriman says the company is supporting retailers by marketing products as “on-the go” and by offering new “exciting” flavours and styles. “We at New World Foods aim for a clean label where possible and target mindful shoppers with minimal ingredients,” he said. Looking ahead, he says New World Foods will continue to offer its “extensive and exciting range” of NPD to the market and “ultimately” to consumers hungry for natural protein sources. Lining up cues for ‘health and freshness’ Youfoodz’ snack range is positioned as the “anytime/everyday healthy snack option” and is said to be packed with protein and a great source of energy and nutrition for the health-conscious consumer. The range includes Energy Bites, Protein Bites, Protein Cookies, Wellness Bars, Yoghurts, Protein Powders, Chipz and Popcorn. “The range continues to perform well in the retail channel with innovative line extensions driving consumer excitement and engagement,” Youfoodz CEO Lance Giles said. In terms of supporting retailers in-store, he says Youfoodz works collaboratively with category managers and merchandising teams to recommend planogramming based on rates of sales. Youfoodz also considers updates to range to ensure “new news” and consumer engagement, which he believes “ultimately drives trial”. Mr Giles says that, most importantly, Youfoodz works collaboratively with its trade partners to integrate and develop marketing promotional campaigns, which include POS material at point of purchase as well as cross-category merchandising at store level. “Our packaging is consistent, and colour coded to provide cues of ‘health and freshness’,” he said. Mr Giles says “exciting times” are expected for Youfoodz as the brand continues to expand its retail footprint. “Following \[Youfoodz’\] recent ASX listing ... growth across all retail channels will remain a key focus area for us,” he said. “During 2021, we’ll continue to deliver flavour sensations, innovative snack combinations and meals that are unique and differentiated in the market, while our core campaign and brand messaging will remain focused on ‘Healthy eating made easy’. “We’ll deliver more innovative meals and healthier, fresher meal options across all channels and in line with global flavour and food trends. We’ll also continue to develop and innovate within the healthier snacks category, which will allow further differentiation of the Youfoodz brand on retail shelves.” 46 RETAIL WORLD MAR, 2021