Hain Daniels Group has unveiled ambitious plans to become a major force in the UK fresh and frozen foods market.
Following Hain Celestial’s acquisition of Daniels from Singapore Airport Terminal Services in October for £144m, the integrated company is planning chilled launches for frozen brand Linda McCartney and hot puds range Farmhouse Fare - plus the introduction of US lines to the UK.
The company is looking at its US products - which includes Greek Gods yoghurt, dairy-free Rice Dream and Boston’s popcorn - to determine how they might perform in the UK, said CEO Rob Burnett, former CEO of the Daniels Group. “The big growth areas are categories closely aligned to convenience and food to go,” he added.
Hain Daniels’ plans for meat-free brand Linda McCartney include broadening the frozen offer from its sausage and burger heartland with lighter products, and taking on rival Quorn in chilled. Meanwhile, the company will be stretching Farmhouse Fare hot pudding sub-brand Lovetubs into cold desserts this summer, and extending the parent brand further into the chilled category. It has also identified a co-packer to help launch its New Covent Garden soup in the US this winter.
The company has restructured its business into three groups: soup and chilled ready meals chilled drink, fruit and sandwiches and meat-free foods and desserts - a move that would underpin the growth plans and facilitate the bolt-on acquisitions it is pursuing, said Burnett.