Export Works worked closely with the client to develop a new convenience snack brand, targeting a major market opportunity for popular fast foods such as Wraps, Paninis and Subs, marketed in frozen retail and foodservice channels in Europe.
The methodology used in the market opportunity assessment included store audits in a number of countries, gap analysis, ranking of attractiveness of various markets, business planning including commercial feasibility, evaluation of the ability to sell into markets at competitive prices, assessment of investment, risk and first mover advantages.
Once the market opportunity was defined, a number of design agencies were briefed and an agency selected for the new product design development. The brand Mr Deli was selected as a generic brand name which could work across many European markets.
The product range was formulated following extensive benchmarking of similar category product flavours across European markets.
The Mr Deli range includes Hot Wraps, Hot Paninis & Hot Subs which are convenient, microwaveable heat to eat for on the go snacking.
Export Works directly managed the new export sales development in Europe, leading to listings achieved with retailers in Germany and Netherlands. Additional major retailer listings are on target to be delivered in selected target markets.