In an exciting new collaboration, Retail Times has teamed up with PackTV, the web TV channel for packaging, to showcase the latest packaging innovations and developments in the retail sector.
In our first PackTV video, leading chilled foods company, Kerry Foods Group, and Honey, an integrated agency specialising in innovation, design and digital, reveal how they collaborated on the launch of a new brand in the chilled ready meals market and changed consumer perceptions of the category.
David Hamilton, innovation director at the £5bn turnover Kerry Foods Group, and Doug James, managing director at Honey, discuss the journey behind the launch of The City Kitchen brand, which was launched exclusively in Tesco stores.
According to Hamilton, the aim was to be game-changing in the market and attract consumers who did not previously buy into ready meals.
Kerry drew on its expertise in brands and own label to develop the product, which is designed to have a ‘made in the kitchen’ image.
Packaging was a key focus for the companies too. They did not wish to use existing ready meal packaging so instead they worked with chefs and visited people’s homes and found that if people cook at home, whatever is left they put it in a Tupperware box. And, if they make something for lunch, they put it in a Tupperware. Tupperware had to be king, said Hamilton.
To keep with the home made image, packs could not feature a retailer name on the artwork.
According to Hamilton, it was a tough call for Tesco to take its name off the brand but it agreed to do it.
Kerry set up new arm in its factory to hand make the clip on lids and over the last year and a half has introduced a lean model to make production more efficient.
Since going on shelf, Hamilton reports The City Kitchen brand has attracted 30% new consumers in the chilled ready meals aisle and delivered just under £20m in sales in year one; and it continues to grow. It has also spawned imitations, he says.
Kerry has also launched a Skinny Kitchen variant targeting the lunchtime market.
It has become, claims James at Honey, a brand in its own right.
To feature your company’s latest innovations and packaging developments on Retail Times in a PackTV video, please contact Howard James, commercial director at Retail Times, for further information and to discuss your synopsis.
Phone + 44 (0) 844 453 5513 Email Howard