Since launching UGO’s Deli Café Panini, the range of hot and crispy panini, into the UK’s £102 million hot snacking market in September 2007, the brand has attracted over 1.3 million households* to the hot snacking category. Kepak Convenience Foods launched the brand as ‘the hot alternative to boring and cold lunchtime sandwiches’ and now values the brand at £6.1 million* with a 15%* share of the hot snacking category, after only 8 months.
Stuart Meikle, Business Unit Controller, Grocery of Kepak Convenience Foods says: “When launching UGO’s Deli Café Panini we set out to create a lunchtime revolution. We wanted to position UGO’s Deli Café as an alternative to sandwiches which a lot of people buy simply because it’s part of their daily routine or because, until now, they have been unaware of better tasting, hot alternatives.
“The repeat purchase rate of the range alone shows that we achieved what we set out to. The number of consumers who bought UGO’s Deli Café once and went back and bought it again, are significantly ahead of the industry norm** demonstrating just how much consumers like the panini range .
“Our £1.6 million investment in the brand, which included a nationwide advertising and sampling campaign, highlighted a real opportunity for retailers to compete with highstreet foodservice operators to provide for consumers looking for a hot and satisfying offering at lunchtime.
“Research carried out highlighted that 78% of people asked thought the range of panini products is new and innovative. The research also concluded that through advertising the brand has built strong brand awareness, which is ahead of other leading, well known foodservice panini.” ***
“The national distribution we have built for the brand across the major multiples, cash & carries, forecourts and the symbols and the research speak for themselves. We’re delighted with the success of the brand and will continue to build on this.”
The UGO’s Deli Café range comprises two products, Chargrilled Chicken with Mozzarella Cheese and Pesto (170g) and Bacon, Cheese & Mustard Mayo (145g), with an mrp of £2.49.
* Source: Nielsen 52 w/e 17 May 2008.
** Source: Nielsen New Launch Barometer
*** Millward Brown May 2008
Retailers can find out more about UGO’s Deli Café by ‘phoning 01772 688 312. www.ugosdelicafe.com
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