Bradbury & Son has a plan and it's in the shape of branded cheese.
"In the past, we sold retailer or supplier cheese brands. We've now identified an opportunity to launch some brands of our own, which we think there are gaps in the market for," says sales and marketing director Chris Chisnall. In response to demand for value products, the company launched two brands this year Simply Cheddar and Go Dutch backed by strong promotional strategies. The new lines, which are in addition to its existing and more premium Cheese Toppers and Monterey Jack brands, have performed very well, it says.
Over the past year Bradbury has won new customers, including Sainsbury's, Iceland and the discounters, and it is expanding its factory in preparation for greater distribution and brand extensions to Go Dutch and Monterey Jack next year.
Turnover rose 12% to £70m in the year to May 2009, and Chisnall expects it to grow a further 21%, to £85m, by May 2010 and hit £100m in the next couple of years.
The company describes itself as primarily a "marketeer distributor", buying cheese from makers and cutting, wrapping and badging it before selling it on for own-label lines. It has about 900 local, national and European SKUs from artisan brands to lines for Dairy Crest and First Milk, as well as its four brands.
"Our brands will never dominate, but they are an increasingly important driver of growth," concludes Chisnall.
Focus On Cheese
"In the past, we sold retailer or supplier cheese brands. We've now identified an opportunity to launch some brands of our own, which we think there are gaps in the market for," says sales and marketing director Chris Chisnall. In response to demand for value products, the company launched two brands this year Simply Cheddar and Go Dutch backed by strong promotional strategies. The new lines, which are in addition to its existing and more premium Cheese Toppers and Monterey Jack brands, have performed very well, it says.
Over the past year Bradbury has won new customers, including Sainsbury's, Iceland and the discounters, and it is expanding its factory in preparation for greater distribution and brand extensions to Go Dutch and Monterey Jack next year.
Turnover rose 12% to £70m in the year to May 2009, and Chisnall expects it to grow a further 21%, to £85m, by May 2010 and hit £100m in the next couple of years.
The company describes itself as primarily a "marketeer distributor", buying cheese from makers and cutting, wrapping and badging it before selling it on for own-label lines. It has about 900 local, national and European SKUs from artisan brands to lines for Dairy Crest and First Milk, as well as its four brands.
"Our brands will never dominate, but they are an increasingly important driver of growth," concludes Chisnall.
Focus On Cheese
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