It is always with interest we read of the activities of our competitors.
Occasionally, however, we are astounded by the lack of knowledge of their targeted market and the arrogant claims in support of their marketing strategy.
Madrange claims "they are determined to raise the game in the pâté market". They also claim "British supermarkets are offering similar recipes and standard flavours dominate".
Philippe Udrzal, Madrange country manager, states "there are a few brands in the British pâté market, but none act as a category specialist and are willing to drive market innovation." A gentle reminder, Mr Udrzal. Castle MacLellan is the only company in the UK specialising in the production of pâtés and terrines. We are the UK's leading brand [ACNielsen]. We offer 18 varieties under the brand as well as exclusive ranges developed for our multiple customers in our capacity as their preferred supplier.
Castle MacLellan's success has been based on its ability to innovate, essential if we are to remain competitive within our market sector.
We have always been market-led, ever watchful of consumer trends in tastes, while meeting the retailer requirements in terms of pack size and pricing.
We have demonstrated our determination to succeed by making heavy investment to meet the high aspirations of today's consumer and the standards of quality demanded by today's retail sector.
Unlike Mr Udrzal we are ever-conscious of the need for good market research, unique product development and innovative and effective packaging, I think our multiple customers would take objection to being classed as "unsophisticated" in their pâté offering.
Occasionally, however, we are astounded by the lack of knowledge of their targeted market and the arrogant claims in support of their marketing strategy.
Madrange claims "they are determined to raise the game in the pâté market". They also claim "British supermarkets are offering similar recipes and standard flavours dominate".
Philippe Udrzal, Madrange country manager, states "there are a few brands in the British pâté market, but none act as a category specialist and are willing to drive market innovation." A gentle reminder, Mr Udrzal. Castle MacLellan is the only company in the UK specialising in the production of pâtés and terrines. We are the UK's leading brand [ACNielsen]. We offer 18 varieties under the brand as well as exclusive ranges developed for our multiple customers in our capacity as their preferred supplier.
Castle MacLellan's success has been based on its ability to innovate, essential if we are to remain competitive within our market sector.
We have always been market-led, ever watchful of consumer trends in tastes, while meeting the retailer requirements in terms of pack size and pricing.
We have demonstrated our determination to succeed by making heavy investment to meet the high aspirations of today's consumer and the standards of quality demanded by today's retail sector.
Unlike Mr Udrzal we are ever-conscious of the need for good market research, unique product development and innovative and effective packaging, I think our multiple customers would take objection to being classed as "unsophisticated" in their pâté offering.
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