Food & confectionery

for theA fe ast senses

Food and confectionery managed to maintain demand during the pandemic. Now times are normalising, what’s on the menu?

Food and drink gifting has grown during the last two year as the recognition, reward and thank you gifting opportunities were presented in a unique way due the circumstances the UK found itself in. Gift boxes including sweets, chocolate and biscuits have become a staple of the branded gift market, with corporates ordering vast quantities to recognise their staff, say thank you or simply welcome a new colleague in style.

The demand for British made has also grown in this time too. Since our exit from the EU, the number of suppliers and distributors who proclaim their British made ranges has increased ten-fold. While we have experienced challenges with exporting food and drink items since the end of the transition, the internal UK market is booming and shows no signs of slowing.

Of course, not all promotional food and drink needs to be exported. There is a massive market opportunity on our doorstep that many suppliers and distributors may not be fully aware of, said Eat My Logo business development manager Daniel Clarke.

INTERNAL MARKETING

“Customer buying reasons are varied, including brand anniversaries, achieving targets,anniversaries, achieving targets, special occasions, charity days, productspecial occasions, charity days, product or system launches, collaborations, outstanding achievements, motivation and just because’s. But looking at our order books, there was one thing that stood out –the amount that were for internal use.”

Geiger first worked with Eat My Logo several years ago but following some guidance on buying reasons and some proactive promotion have seen regular large-scale orders from key customers.

Account manager Simon Kaye said: “Late last year, Eat My Logo helped us pull off one of the largest time sensitive orders we have ever been involved in. They needed to turn around 72,000 Halloween decorated cupcakes and get them delivered to 36 sitescupcakes and get them delivered to 36 sites within a two-day period.”within a two-day period.” Eat My Logo supplied a neatEat My Logo supplied a neat spreadsheet with all thespreadsheet with all the delivery details and thedelivery details and the goods were delivered on time and in good condition and thoroughly enjoyed by my client’s teams up and down theteams up and down the countr country. y.

Project Merch also landed several large projects for products to be used internally. The distributor was able to offer their established clients products for celebratory events, giving them a whole new sales angle.

Sales director Chris Dawson said: “Edible gifts have always been a great option when companies are looking to celebrate anniversaries or milestones. With the addition of a vegan range, offering individual delivery and as always fantastic service, Eat My Logo has helped increase our sales and deliver some rather tasty treats.”.

During the pandemic, Eat My Logo successfully pivoted its product range towards bites that could be sent to the huge numbers of people working from home.

It landed the coveted Platinum Award for its Cupcake Gift Boxes in the Merchandise World Award & Gifting Product of the Year.

The Postal Cupcake Giftboxes were designed to allow customers to send branded cupcakes via Royal Mail in a zero plastic packaging solution. With each box holding either 4 or 6 cupcakes, its delivery option as a Royal Mail small parcel made it a very attractive and versatile gifting option.

It was also created to have as little environmental impact as possible. The box was designed to protect the cupcakes, keep them fresh and also avoid the use of plastic. Everything from the outer cardboard box to the internal product inserts are cardboard based.

COMPLEX MARKET

Debbie Willsmer, managing director of Willsmer Wagg has noticed a massive growth in supplying food, drink and gift boxes to the corporate sector. While the demand has always been there at

Celebrate… business on a plate

Three quarters of orders placed with Eat My Logo are purchased by businesses to use for internal events with their own workforce. Whether it is just a tray of cupcakes to one location or 80,000 bespoke biscuits to hundreds of locations, end users are seeking engaging and impactful edible products to help them celebrate in style.

While distributors are used to dealing with marketing teams, it’s more often than not the HR and internal communications personnel that hold the responsibility for ordering internal celebratory products. Distributors that make the connection with these teams can enjoy access to a whole new budget and increase their revenue without cannibalising other sales opportunities. Eat My Logo has helped hundreds of distributors become their clients ‘go to’ for edible branded treats.

A large majority of the UK’s leading organisations utilise branded treats as part of their internal engagement strategies. A LinkedIn survey of more than 600 HR and internal comms contacts by Eat My Logo found that 60% of them had used branded cupcakes and biscuits.

With the current landscape (rising cost of living, disparate workforce, hybrid working, retaining workforce), end user businesses are fighting to boost staff engagement and positivity. Small gestures go a long way to creating a genuinely healthy work culture. Eat My Logo can send as many or as few products as needed to either a single site or hundreds of different locations. Its products range from traditional bakery items such as cupcakes and shortbread biscuits, along with innovative choices such as cake jars, millionaire bites, and doughnuts.

R e g i s t e r Tod ay a t e a t my l o g o . t ra d e

Christmas, since Covid the market has evolved. Willsmer Wagg is now sourcing and supplying custom seminar, wellness, onboarding, virtual festival and celebratory gift boxes as a standard part of its offering.

“For over 25 years we have supplied corporate hampers and have long standing relationships with the artisan food manufacturers, which goes hand in hand with our alcohol licence. I believe there will always be a mix of virtual and face to face along with hybrid working not location specific so it is really important to make all staff feel part of a team and receiving a welcome or seminar celebratory box does just that,” she said.

“Working and communication patterns have changed and simply because you cannot physically attend an award ceremony does not mean that you cannot sit virtually, have your bottle of fizz, popcorn, chocolates and celebrate with your colleagues and company,” she added.

This brings with it a new level of complexity. While an attendee at a physical event can choose what they want or are able to eat of drink, if a company is sending out items, they have to find out beforehand and ensure they only send what is suitable for the individual.

“We have just had an order for 1,500 boxes where each person is grouped by food allergy, non-alcoholic, alcoholic cocktail or beer, so there is a lot of picking and individually named items,” said Willsmer.

Laltex marketing executive, Lucy Kinney said the company has seen a surge in orders for staff appreciation gifts over the last two years for delivery both at home and in the workplace.

“With many staff members working remotely during and post-pandemic, thoughtful gift packs are a great way to keep staff engaged and boost morale within your team,” she said.

Laltex’s treat-filled ‘Take a Break’ Pack has been a popular option this year, she said. “This is a lovely gesture that will go a long way in showing your staff members how much you care and, as it’s one of the lowest cost options it won’t blow your budget.”

The company also offers a Deluxe Weekend Wind-Down Pack – a treat filled pack containing a small bottle of Prosecco, Boston bottle opener and a sleek stainless steel travel mug, plus a selection of premium snacks including luxury chocolate, crisps and biscuits.

Laltex offers a complete fulfilment service, and while there isn’t a menu of options as such, it will endeavour to accommodate special requests such as specific confectionery brands or to meet dietary requirements.

For branding, customers can choose to have a full colour A6 label applied to the box, inside or out. Alternatively, or in addition, there is also the option of a full colour sleeve that wraps around the box –perfect for larger messages.

Christmas starts early fors s s e for Distinctive

The High Wycombe-based confectionery supplier was established more than 20 years ago and has been a BPMA member for just as long.

ARE YOU EXCITED ABOUT 2022?

We are very optimistic about 2022 and the build up to our busy season. Advent is our busiest season. It starts in June and has us all flat out until they are delivered by mid November. We have a large range of premium advents to offer such as Lindt, Lindor, Milka, Mini Mars, Toblerone, and Ritter Sport. All of our premium calendars are eco-friendly and climate neutral.

We also have more sustainable options such as biodegradable and compostable inlays or fully compostable calendars. However, most of our premium options need ordering early, so we do encourage clients to think ahead during the summer months. Especially if they are considering one of our shaped options such as the Lindt Laptop, the 3D truck, or bespoke individually shaped Lindt advent options.

HOW IS THE POST-PANDEMIC MARKET?

The demand for edible products has always been there, even in the pandemic. In fact we saw a rise in companies ordering chocolate boxes, advent calendars and biscuit options as a sweet treat to keep in touch with clients and keep their staff happy.

WHAT ARE CUSTOMERS LOOKING FOR?

Our clients look for high quality, and often sustainable products. Many are asking for a complete fulfilment/postal service, which we offer. We have different mailout options to save on postage too. This was a big hit over lockdown as companies wanted to send to home addresses, and this has continued.

HOW HAVE YOU TAILORED YOUR PRODUCTS?

As well sustainable and eco-friendly packaged products, dietary requirements such as vegan chocolate and sugar free sweet options are in demand. We have added some new shaped calendars into the range: the luxury Lindt extra large Christmas Tree Advent and Luxury Lindt Laptop Advent with two different fillings.

We have included Lindt Countdown Calendars suitable for Ramadan, Diwali and other important occasions. We are adding more and more products to our range that offer either only biodegradable packaging or the option of having this.

Member Networking Lunch

15 November 2022 | Birmingham

Join us for an exclusive member networking lunch at Gaucho in Birmingham on Tuesday 15th November 2022. Enjoy a welcome drink and delicious threecourse lunch, connect with your peers and hear from our guest speaker to fuel conversation, discussion and debate.

Tickets for this members only event are available now and are on a first come, first served basis. Please visit bpma.co.uk/events or contact the BPMA for more information via events@bpma.co.uk. Interested in hosting a table? There are two supplier host opportunities per table. BPMA supplier members please contact Tom Robey on 01372 371183 for more information.

Popkakery anticipates premium vegan treats market growth

ARE YOU EXCITED ABOUT 2022?

Yes, we are seeing a huge uplift in orders which is of course good news. We have expanded our vegan, gluten free and dairy free range of products as there are more and more enquiries for these products as they tick all the boxes. It is much easier to manage various dietary requirements if you buy vegan as it caters for most requirements. We have also refreshed our brand and we have a new logo. We are looking to grow the business substantially this year.

AFTER THE COVID FAMINE, ARE WE SET FOR A FEAST?

Well, we certainly hope so! We are looking forward to the run up to Christmas this year as many of our clients choose to buy edible products for corporate and client gifting. We have a wide range of premium and indulgent products which are more in tune with what clients are considering for corporate gifting especially for Christmas as they tend to look for something a little bit different.

WHAT DO CUSTOMERS WANT?

After all the hard times that we have been through and even in the tough economic times, everyone would like to reward their staff or send a little something to clients to show how much they appreciate them. Our products even though they are more premium than the rest are still very competitively priced. And with a wide range of vegan and gluten free products which taste exactly the same as the premium products, there is a wide selection for everyone.

WHAT’S NEW FROM YOU?

VEGAN, VEGAN and VEGAN but premium VEGAN!

ARE EVENTS COMING BACK, AND REQUIRING CONFECTIONERY?

We do see an uplift in events but we are still closely watching what’s happening with the new wave of Covid. Let’s hope that the events carry on.

Exporting food & drink

It’s been a challenging time for promotional merchandise and exporting branded food and drink items has been no exception. In some instances, British manufacturers have decided to forgo these previously lucrative markets due to the challenges at customs borders.

WHY HAS IT BECOME MORE COMPLEX?

Unfortunately, there is no single source of information of those individual products to country export requirements. When commercially exporting food or drink from the UK, it is the exporters responsibility to check the restrictions and export conditions that apply before you export.

In Great Britain, the Animal and Plant Health Agency (APHA) is responsible for issuing export health certificates (EHC) for certain products of animal origin (POAO) to specific countries.

In Northern Ireland, DAERA is responsible for issuing these EHCs for POAO.

WHERE CAN YOU GO FOR HELP?

Local authorities or district councils can provide export certification for certain products not covered by official EHCs issued by APHA and DAERA. This can relate to products that are: • not of animal origin • processed meat products • manufactured food and drinks

The type of certification that needs to be provided is specific to the product being exported and the requirements of the destination country.

You should provide the information you have gathered on the import requirements of the destination country to your local authority or district council. This will inform what the export certification needs to say.

The minimum required by non-EU countries in such certification is usually confirmation that the product is: • produced in accordance with domestic hygiene rules • fit for human consumption • freely available for sale within the UK

While it is complex to export, there is a huge market for UK made food and drink. If you would like more support to grow in new markets, you can contact the Department for International Trade (DIT) and speak to one of its advisors who are there to help any UK business looking to export.

REPORTING TRADE BARRIERS

The DIT has also asked every exporter and trade body to highlight its service to report trade barriers. If you are experiencing issues, you can either report these to the BPMA which is working collaboratively with the trade teams or visit great.gov.uk/report-trade-barrier