Can you tell us a bit about the history of the company?
Biona was founded in 1992 by husband and wife, Noel and Donata. Organic pioneer, Noel previously owned a successful health food shop and vegan restaurant in London. Inspired by his experience in a commune practising self-sufficiency, Noel recognised the positive impact organic could have on the environment and health. The first Biona product was a delicious homemade granola, crafted in their kitchen. Donata hand-painted the labels herself and they sold the product in their own store. Today, still a family-run and owned brand with Noel and Donata at the helm, Biona’s mission remains to make it easy for people to choose food that’s good for you and great for the planet. All our products are grown on organic land to the highest welfare and environmental standards. The result of that is premium quality, nutrient-packed ingredients, but also enhanced soil quality. Waterways free from chemical leaching. Protected wildlife. And food you can trust, that’s free from GMO, preservatives and artificial pesticides.
How many products do you supply, and which categories do you cover?
Our range includes over 500 organic food and drink products in over 20 categories. Our products are predominantly ambient, and include award-winning coconut products, rye breads, fruit juices and nourishing beans and pulses. Every product is certified organic, made without the use of harmful chemicals and pesticides. Some of our best-selling lines include our coconut milk, which is the best-seller in the category, our coconut oil, our fruit juices, our nut butters and our rye bread, as well as our pulses and canned beans, which are growing in popularity as a natural plant-based alternative to meat.
How has Biona dared to be different?
At Biona, we feel lucky because we are quite unique amongst our competitive set. With over 30 years of experience as a true pioneer in the organic industry, we offer the largest selection of more than 500 organic products and maintain an unwavering commitment to innovation that continues to this day. And we are certainly not resting on our laurels! This authenticity of purpose, led by our founders Noel and Donata, along with their two daughters, means the entire business is on a steadfast mission to fight the climate emergency and improve people’s well-being and the health of the planet.
What opportunities does organic food offer retailers?
First and foremost, organic is more relevant than ever, and allows retailers to address the growing demand for multiple consumer needs, most importantly, sustainability and health. The organic category has experienced phenomenal 25.4% growth over the last three years, which really proves its resilience despite the on-going financial pressures, as a growing number of consumers are actively prioritising their health and choosing food that’s good for them and great for the planet. And because of the high value these consumers place on health and sustainability, this means organic products tend to be less price elastic and less likely to be impacted by wider economic factors. The recent growth has mainly been driven by increased participation in organic categories by two key consumer groups; Young Families and Empty Nesters.
Is the move towards healthy eating benefiting Biona?
We know when it comes to food, for many people health is a primary purchase motivator and organic is perfectly positioned to address this need. Consumers are attracted to the higher nutritional content of organic and concerned about the use of harmful chemicals and pesticides used in production of non-organic products. This is proven by the fact that the organic food and drink market has now experienced thirteen years of consecutive growth, and I don’t doubt that organic sales will continue to be on an upwards trajectory as consumer awareness of the benefits of organic continues to grow. And this is only likely to increase further as the threats of climate change become ever more apparent and solutions will become more and more front of mind.
Are concerns around ultra-processed food giving consumers another reason to go organic?
Without doubt there is a growing interest in organic foods now and the increased understanding about the potential long term health impacts of consuming too much ultra processed food is a key driver, as people want heathier, natural foods without chemical additives. In particular, organic ambient and canned food products seem to be popular sellers at the moment, which for us includes our award-winning pulses like chickpeas and beans, or lentils, vegetables like peas and sweetcorn, as well as cooking ingredients such as coconut milk, chopped tomatoes and black beans, which are all minimally processed and contain natural and few ingredients. On average our ambient and canned food range is enjoying year on year growth of 17.6%.
What are the biggest trends in the organic category?
One of the big current success stories in canned goods is the growing popularity of pulses, including beans, which can be attributed in part to the recognition of their numerous health benefits. Beans contain a wealth of nutrients including fibre, protein and iron, making them a healthy source of protein. This surge in demand for natural plant-based protein, as a viable substitute for meat protein, has significantly propelled market growth. According to YouGov data, 14% of UK adults identify as flexitarian, 8% as vegetarian/pescetarian, and 3% as vegan, underlining a shift towards plant-centric diets. Plant-based alternatives to meat and dairy products are emerging as one of the fastest-growing trends in the UK food sector.
What NPD does Biona have coming up?
Innovation is one of Biona’s core values, and we normally launch 30-40 products each year. All of our products are grown on organic farms without harmful chemicals and pesticides, and additions to our range must meet those criteria. We research market gaps and emerging needs, then review brand range gaps to fuel a dynamic NPD pipeline. So, you can rest assured there’s plenty of NPD coming from Biona in the near future, so watch this space!
What marketing support do you have for your brands?
Organic September has just passed which was a busy time for us in terms of our marketing plan. One of the main things we have just done was a multi-channel marketing campaign which really focused on educating consumers on the health and sustainability benefits of organic produce. In addition, we launched a supper club event, a bespoke recipe book with some inspiring new recipes, as well as hosted a competition for independent retailers, who could win a prize for their creative Biona-themed window displays.
How do you work with retailers to grow sales?
We work closely with our sales leads and buying teams to make our brand come to life in store. Some of our recent activities have included a competition with Ocado with a ‘Free for a Year’ prize. We have also worked with other retailers to design bespoke organic bays, such as in Morrisons where 30 of our products and other organic leading brands in the category were displayed.
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