...rein­vent con­ve­nience foods

Onboard Hospitality - - How To... -

The LSG Group launched a pack­aged prod­ucts and con­ve­nience foods brand dur­ing WTCE.

Alexandra Siokou, di­rec­tor global brand and mar­ket­ing strat­egy, ex­plains how and why

GO BACK TO BA­SICS

We’re on a mis­sion to change per­cep­tions about pack­aged prod­ucts and con­ve­nience foods and to en­sure that with a fresh, cre­ative ap­proach, these stand apart from tra­di­tional air­line cater­ing. We re­viewed ev­ery boxed or sealed prod­uct in the group’s port­fo­lio, across all brands and in­dus­tries and nom­i­nated those best suited to come into the new brand. It was a long process, start­ing with in­ter­na­tional au­dits on ev­ery­thing and it in­cluded the cre­ation of an enor­mous ma­trix of all the prod­ucts we of­fer.

FO­CUS ON MAR­KETS

We then worked out how best to po­si­tion those prod­ucts within a brand that would tar­get our key mar­kets. The goal was to of­fer a mar­ket in­de­pen­dent brand rel­e­vant across sec­tors - air, rail and all re­tail. Each needs prod­uct choice, ex­pert sup­port and cus­tomised pack­ag­ing to help them stand out.

DE­FINE YOUR RANGE

We took prod­ucts and ser­vices from across LSG Group com­pa­nies: Star­food, Oak­field Farms and Constance Food Group and brought them to­gether to cre­ate a full range of ready-to-eat so­lu­tions cov­er­ing bak­ery, hot meals, pack­aged sal­ads, boxed meals, desserts, snacks, sand­wiches and wraps. We drew on ex­per­tise from across the group to bring prod­uct cre­ation, man­u­fac­tur­ing, sup­ply-chain man­age­ment, prod­uct bro­ker­age and li­cens­ing un­der one um­brella.

CHOOSE A NAME

Ever­taste is a B2B brand and may not show up in front of the con­sumer.

Our cus­tomers can choose their own brand name, tai­lored to fit their us­age and iden­tity. The Ever­taste name was cho­sen to con­vey our way of work­ing, fo­cus­ing on high­est qual­ity stan­dards and flex­i­bil­ity and of­fer­ing a full spec­trum of con­ve­nience food prod­ucts.

ADD VALUE

One of the key ad­van­tages of this process is that we have been able to in­te­grate all the col­lec­tive ex­per­tise of our es­tab­lished brands and make it eas­ier for the brands to con­nect.

Our teams have a much clearer un­der­stand­ing of who within the group is most knowl­edge­able about what, and there are much sim­pler ways for our cus­tomers to un­der­stand our of­fer­ing and the sup­port that goes with it.

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