Bidding to add new categories to its traditional snacking repertoire and expand beyond its south-east heartland to become a national brand, the company has no fewer than three new launches which it is showcasing at the moment.
First is Spiced Tea, with the company attempting to turn a traditional Asian brew, which can take hours to prepare, into a mass-market quick and easy teabag drink. Sourcing ingredients from around the world, the Wembley-based manufacturer has come up with bags which include a host of exotic ingredients including green cardamom and cinnamon. Containing no caffeine, Natco director Kishore Pagarani insists the brew still gives the drinker a "buzz".
Launch date for the bags, which are likely to sell at a premium of £2.50 for 40 bags and £4.50 for 80 bags, is September and the company is talking to the multiples about the offering now. More than £500,000 has been earmarked for marketing and will include TV adverts on Asian cable channels and ads in the trade and consumer press.
"We would expect sales of £2m in the first year," says Pagarani, "but we are prepared to be slightly out of pocket to begin with."
Meanwhile, the company also has great hopes for a British version of a favourite treat in the Asian world.
Jelees Juice is a jelly-based drink which the company is sourcing from China. Coming in six flavours and targeted at children aged 12 and under, rsp for the drink will be about 50p for a 150ml squeezable pouch. A sibling product called Jelees is also coming 25g pots of Tropical and Summer Fruits jellies.
Natco presented both products at this year's IFE show but has yet to present to the trade. However, Pagarani is confident: "We expect between £4m and £5m of sales for Jelees Juice and £3m for Jelees."
Pagarani has little doubt about his vision for the company his father set up in 1963. It currently boasts a £30m turnover for the Natco brand and employs 98 workers.
"The objective is to become a nationally distributed brand, introducing unique product propositions."
{{ANALYSIS }}
First is Spiced Tea, with the company attempting to turn a traditional Asian brew, which can take hours to prepare, into a mass-market quick and easy teabag drink. Sourcing ingredients from around the world, the Wembley-based manufacturer has come up with bags which include a host of exotic ingredients including green cardamom and cinnamon. Containing no caffeine, Natco director Kishore Pagarani insists the brew still gives the drinker a "buzz".
Launch date for the bags, which are likely to sell at a premium of £2.50 for 40 bags and £4.50 for 80 bags, is September and the company is talking to the multiples about the offering now. More than £500,000 has been earmarked for marketing and will include TV adverts on Asian cable channels and ads in the trade and consumer press.
"We would expect sales of £2m in the first year," says Pagarani, "but we are prepared to be slightly out of pocket to begin with."
Meanwhile, the company also has great hopes for a British version of a favourite treat in the Asian world.
Jelees Juice is a jelly-based drink which the company is sourcing from China. Coming in six flavours and targeted at children aged 12 and under, rsp for the drink will be about 50p for a 150ml squeezable pouch. A sibling product called Jelees is also coming 25g pots of Tropical and Summer Fruits jellies.
Natco presented both products at this year's IFE show but has yet to present to the trade. However, Pagarani is confident: "We expect between £4m and £5m of sales for Jelees Juice and £3m for Jelees."
Pagarani has little doubt about his vision for the company his father set up in 1963. It currently boasts a £30m turnover for the Natco brand and employs 98 workers.
"The objective is to become a nationally distributed brand, introducing unique product propositions."
{{ANALYSIS }}
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