COMMENTARY TAYTO
CONSUMER ENGAGEMENT AT AN ALL-TIME HIGH FOR TAYTO F ollowing a momentous 2016, when Tayto turned 60 amidst Northern Ireland’s Year of Food & Drink, the impetus continued in 2017 with the launch of new products, exciting ranges and original flavours. Throughout the year, we cemented our position as Northern Ireland’s number one crisp and snack brand with consumer engagement at an all-time high, both off and online. Local sampling tours provided positive brand feedback within the brand’s target demographics and consumers were engaged at Northern Ireland’s biggest events, including the Balmoral Show, Belfast Marathon and Fresherfest. Online interaction grew daily via the company’s website and social media profiles, bringing Tayto closer to consumers and fans than ever before. A new line, Tayto Small Fries, full of big taste and available in two flavours, Beef and Salt & Vinegar, was launched. We also introduced new flavours to our £1 sharing bag line, Pickled Onion, Wuster Sauce and Sticky BBQ Rib, meeting
consumer demand for enhanced choice for ‘big nights in’. The summer saw the relaunch of our artisan, hand-cooked range as Tayto Craft. Core varieties include Causeway Sea Salt & Malt Vinegar, Sweet Chilli & Roasted Red Pepper, Vintage Irish Cheddar & Onion and Dry Aged Irish Beef & Peppercorn, as well as the special edition, Salt Aged Ham Hock pack. The range is available in sharing bags and impulse packs. As part of Tayto’s ongoing commitment to encouraging young talent and supporting local education, we linked with Belfast Metropolitan College to run a competition, tasking fashion students with creating a Tayto-inspired garment. The stunning, winning ballgown, made entirely of Tayto Ready Salted packaging, was revealed at the Camerata Ireland Fashion Showcase, part of the Clandeboye Festival. Tayto gained another new celebrity fan in 2017 when actress Vicky McClure declared her love of our brand on
Elly Hunter, marketing director of Tayto
Graham Norton’s BBC Radio show. Vicky, who filmed the BBC crime drama, Line of Duty, in Northern Ireland, stated that Tayto Cheese and Onion crisps are the reason why she fell in love with Belfast! On a corporate level, our parent company, Tayto Group, developed its portfolio in 2017 acquiring a majority share of luxury popcorn producer, Portlebay Popcorn. Montagu Group, a sister company, was also launched, to manage our vending arm following the acquisitions of Freedom Refreshments and West Country Vending Services. 2018 will see Tayto launch more products, ranges and flavours, linking the brand to key events in the local calendar. Interaction, both off and online, remains a key focus for us, with new competitions and initiatives aimed at augmenting engagement planned throughout the year.
GENESIS CRAFTY
DOUBLING ITS CAKE BUSINESS & STRONG LOCAL SALES GROWTH Brian McErlain, MD of Genesis
G
enesis Crafty is excited to be celebrating its 50th anniversary in 2018, with the Magherafelt-based business now run by the six sons of its
creators, Joe and Roberta McErlain. From small beginnings, the bakery has expanded rapidly to employ over 300 staff members, producing a wide range of wheaten, soda, pancakes, scones, baps, rolls and cake lines. A successful relaunch as Genesis Crafty a few years back has seen the brand stocked throughout Northern Ireland in multiples and convenience channels, while also in Waitrose GB. The business also supplies a high volume of own-label goods into retail - including M&S, Waitrose, Sainsbury’s, Asda and Morrisons - and foodservice channels. Local sales grew 10% year on year in 2017, during which activity included a relaunch of the pancake range and hot cross buns with huge success. The relaunch was supported by a radio and outdoor campaign.
Other notable activity during the year included the launch of 11 lines in the M&S Afternoon Tea Cake Range, as well as supply of a number of Christmas lines into retail, café and FOTM; doubling Genesis Crafty’s total cake business. Plans for 2018 include further exciting product launches including cake and baps/rolls, supported by marketing, and promotional activity around the 50th anniversary.
“A successful relaunch as Genesis Crafty a few years back has seen the brand stocked throughout Northern Ireland in multiples and convenience channels, while also in Waitrose GB.” 21