Brumby’s has unveiled a new product offer in response to current food trends, launching its últimate’ gourmet cookie range to attract new customers to stores.
Marketing manager Louis Grant told Franchise Executives snacking is an emerging global food trend.
“Cookies are one of the products that trends show are set for substantial growth over the next five years. There are boutique cookie brands popping up and it is big on social media,” Grant said.
“The target demographic is the millennial foodie, actively looking for good food. This is someone who will see something on social media and act on it.”
Grant said the new product will be marketed through digitally led campaigns, influencer collaborations, paid and earned PR, and traditional media. There is also a full suite of POS material and the brand is leveraging its loyalty database, almost 100,000 regular customers.
“We have a planned marketing calendar for 12 months, but we have to be nimble. If a trend arrives, we need to be able to jump on it,” he said.
Brumby’s (part of the Retail Food Group portfolio) launched the Lindt chocolate chip and hazelnut cookie and a salted caramel and white chocolate cookie as a limited time offer. However, Grant said the success of the product is likely to put the product into the main line.
“We’ve sold 20,000 to date since we launched on 8 July. We’ve got stores selling really big volumes, some are selling 40 cookies per day. That’s a decent volume in a big product mix,” he said.
“Our strategy is to refine and improve the range and we will definitely look to leverage more flavours.”
