Up­date tra­di­tion

Onboard Hospitality - - How To... -

Clas­sic brands built on tra­di­tion need to adapt and evolve to keep up with chang­ing times.

Emma Heath, of oat­cakes spe­cial­ist Nairn's, tells Julie Bax­ter how her brand has done it


Nairn's has been bak­ing with oats since 1896 us­ing whole­grain oats grown in the Scot­tish bor­ders to make prod­ucts that are sim­ple, nat­u­ral and whole­some. It has be­come the num­ber one pro­ducer of oat­cakes in the UK and more re­cently has ex­tended its range and broad­ened its ap­peal with con­tem­po­rary launches.


Re­spond­ing to trends to­wards gluten free di­ets, healthy, free-from eat­ing and snack­ing on the go, Nairn's has kept con­tem­po­rary by adding flavoured oat­cakes, crack­ers, bis­cuits, ce­re­als and snacks across its core port­fo­lio and a newer Gluten Free range.


To con­nect with new cus­tomers and make the prod­uct rel­e­vant to their needs and lifestyle, Nairn's con­tem­po­rised the pack­ag­ing – re­tain­ing the recog­nis­able white packs and the N logo, but adding a twist with hand-painted tar­tan, an up­dated font and blog­ger-style pho­tos of serv­ing sug­ges­tions. It en­gaged with blog­gers and in­flu­encers, and as a re­sult saw new and ex­cit­ing top­pings spring up on In­sta­gram. Por­ridge with the twist of seeds and fruit for ex­am­ple.


They ex­panded their tar­get mar­kets through events and sam­pling cam­paigns among non-tra­di­tional groups such as at shows ded­i­cated to yoga, ba­bies and sports nu­tri­tion, and at­tended sport­ing events and mu­sic fes­ti­vals, and soon built a fol­low­ing among fit­ness fans who rated the porta­bil­ity of the new pouch packs.


The launch of por­tion packs for both sweet and savoury prod­ucts also gave Nairn's an en­trée into the on­board sec­tor with con­tracts with Vir­gin East Coast, Trans Pe­nine and Lon­donS­cot­land Sleeper trains, BA and City Jet planes and P&O and Cal­mac ships. Listed prod­ucts in­clude the stan­dard oat­cake range, gluten free muesli and crack­ers, oat­cakes and bis­cuits.


Fu­ture adap­ta­tions will re­volve around re­duc­ing the sugar con­tent of the bis­cuits, re­spond­ing to the snack­i­fi­ca­tion trend, the grow­ing on-the-go de­mand and out of home and con­ve­nience sec­tors. nairns-oat­cakes.com

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