Rowse Honey has unveiled ambitious plans to create £23m extra sales of honey by 2012 and dethrone Marmite as the UK's top-selling spread brand.
In a bid to get consumers to reappraise how they feel about honey and increase branded sales by 50% to £55m by 2012, Rowse is redesigning its entire portfolio, introducing four ranges of NPD, launching a £3.1m campaign and recommending retailers reorganise the spreads fixture, with less shelf space for marmalade and more for honey.
The 24% increase in category sales would see honey hit £119m in 2012, creating £23m in extra sales, predicted the company.
Rowse managing director David Bondi claimed this month's brand overhaul would help entice one million new shoppers a year to the category by the end of 2012.
Sales of honey are outselling the overall spreads market, having risen 9.2% to £96.1m compared with 7.7% to £387m for overall spreads [Nielsen 52w/e 17 April 2010]. Last year, Rowse branded sales rose 10% to £36.5m.
From the end of the month, as well as featuring a new, bee-based logo, the Rowse jars will be hexagonal-shaped to resemble a honeycomb. The brand's premium lines, such as manuka honeys, will feature new black labels.
At the same time, the Wellness Foods-owned company has created Rowse Supahoney (rsp: £3.49), a four-strong range of honeys containing 50% manuka. The honeys, which come in cranberry, ginger, lemon and original flavours, are designed to make manuka more affordable and taste more appealing. Three other ranges are also being rolled out.
This autumn, Rowse will kick off a £3.1m support programme in support of the changes, including a debut £2m TV campaign.
Bondi said the marketing spend was the biggest for honey in at least 25 years. "We are taking Rowse from being the best-kept secret in the cupboard and plan to be ahead of Marmite as biggest spread brand by 2012."
Sales of Marmite grew 3.9% to £39m last year.
In a bid to get consumers to reappraise how they feel about honey and increase branded sales by 50% to £55m by 2012, Rowse is redesigning its entire portfolio, introducing four ranges of NPD, launching a £3.1m campaign and recommending retailers reorganise the spreads fixture, with less shelf space for marmalade and more for honey.
The 24% increase in category sales would see honey hit £119m in 2012, creating £23m in extra sales, predicted the company.
Rowse managing director David Bondi claimed this month's brand overhaul would help entice one million new shoppers a year to the category by the end of 2012.
Sales of honey are outselling the overall spreads market, having risen 9.2% to £96.1m compared with 7.7% to £387m for overall spreads [Nielsen 52w/e 17 April 2010]. Last year, Rowse branded sales rose 10% to £36.5m.
From the end of the month, as well as featuring a new, bee-based logo, the Rowse jars will be hexagonal-shaped to resemble a honeycomb. The brand's premium lines, such as manuka honeys, will feature new black labels.
At the same time, the Wellness Foods-owned company has created Rowse Supahoney (rsp: £3.49), a four-strong range of honeys containing 50% manuka. The honeys, which come in cranberry, ginger, lemon and original flavours, are designed to make manuka more affordable and taste more appealing. Three other ranges are also being rolled out.
This autumn, Rowse will kick off a £3.1m support programme in support of the changes, including a debut £2m TV campaign.
Bondi said the marketing spend was the biggest for honey in at least 25 years. "We are taking Rowse from being the best-kept secret in the cupboard and plan to be ahead of Marmite as biggest spread brand by 2012."
Sales of Marmite grew 3.9% to £39m last year.
No comments yet