Brand Builders


Simon Dunn bears testament to the fact Sainsbury’s is well on its way to becoming ‘Great Again’


Strange to think as I’m writing this in December, those who read it will have done Christmas and New Year. They will be looking at the numbers from the festive period and, despite predictions, will be assessing whether their strategy worked or was a disaster.

Who knows what the outcome will be? I don’t. But you do, now.

I want to avoid the ‘reflect and predict’ scenario this month, and instead focus on a conference I went to in December: the supplier conference, hosted by Sainsbury’s at its Holborn offices.

One is normally mindful these get-togethers often result in a bunch of peacocks fluttering away, trying to out do one another. However, that was not the case. What a show.

Often these events can be mind-blowingly dull ways of attacking suppliers for more margin, more advertising, more focus on the retailers, rather than the competition. For small developing suppliers, they can be tedious and one-sided. This one was not.

Here is a business on the turnaround with some great new ideas which it is sharing with its suppliers in open court. No sense of paranoia, instead a confidence that what it is doing is working, and will go on doing so.

Here you find some bright young people running a multi-billion pound business with a really fresh approach to flogging food, and non-food. No mention of Whole Foods coming over, like the Vikings of today, to plunder and rape, more about what they are doing and what they want suppliers to do.

They are approachable as well – things really have changed. You could easily have had a one-to-one with any of the senior people there without encountering any barrier.

I did, and got a real buzz from it.

To be honest, I don’t normally have the guts to approach the great, as one tends to believe their greatness takes them to planets beyond the reach of a niche supplier – wrong.

The last act was the best. Three everyday, ordinary people who are winners in their own fields: one a dancer, the second a badminton player and lastly a nutritionist (all successful through sheer grit and determination) were split among the audience, whisked off and interviewed about their route to success.

The message that came across, like a big bang, was that whatever the discipline, the strategies for success are the same.

This was a brilliant piece of natural learning from some great achievers, all young and not unlike the Sainsbury’s senior management team of today. They were inspiring, a pleasure to listen to and learn from.

Sainsbury’s, please do not loose that pea in your whistle; it is really something you should be proud of. And, make sure you pass your ‘attitude’ down the line to the teams working for you.

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Brand builders


Simon Dunn, managing director of Product Chain, on managing not to catch a cold when America sneezes (and the latest natural food trends)


Simon Dunn's Peppers

I’ve just got back from The Natural Foods Expo East in Baltimore, USA. It is the poor relation to the show of the same name held in March in the far more glamorous Anaheim, California. Or, so I thought. Baltimore is actually a really smart place. Personally I would recommend this show in preference to the tedious trek to California. BA flies there direct as well.

There is a lot going on in the natural food business in the US with innovation abounding. There is a big emphasis on super foods, particularly juices and cereals, and a swerve away from pills and potions. Organic matters are really hotting up, albeit US standards are not the same as ours – the Americans seem to be able to bend the rules. GM is not on the agenda, no-one mentions it and this seems to be accepted as a way of life. When one does actually ask a question about GM, a veil of miffed silence seems to come over the booth (American for ‘stand at an exhibition’).

I think it is inevitable that we will have to accept this is going to happen here. I hear lofty cries of “never”! However, I would like to see what everyone will be saying in five and 10 years time. Realistically do we actually know enough to condemn the whole issue? For their many foibles the Yanks get some things right and maybe we should be listening more carefully to the alternative arguments in the debate. “Not sure what is next on this one,” says confused of Twyford.

The retailer Whole Foods seems to go from strength to strength. It is interesting how it has changed; it appears to have become more flexible in its commercial approach than it was a year ago. It is stocking more “grocery” lines, albeit speciality products, and its emphasis is moving away from the organic stuff. It is focusing on provenance, going to town on the background with pictures of growers as per Sainsbury’s and, in particular, Waitrose. Has it learned something from us maybe? Personally I believe while Whole Foods’ offer is great and its merchandising of fresh produce is superb, it is not going to pose too much of a problem to our retailers. With fewer than 200 stores, and a population nearly five times the size of the UK, it really does punch above its weight in terms of publicity. My biggest fear is that it leads to a drop in standards, thus establishing the way forward for dilution of our own organic offering.

Good trip and lots to think about…

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Brand builders


Simon Dunn, managing director of Product Chain, on seasons of mellow fruitfulness


It is September, the weather is still unseasonably warm, apples in my garden are earlier than usual, we have tonnes of blackberries from the local hedge rows and a record crop of damsons from the garden. We even have a new outgrowth found on a tree that in 20 years has never produced fruit before. They look like plums but are green and juicy. Could they be greengages? Who knows? There is no doubt, the times they are a changing.

Nevertheless I have spoken to many likeminded “foody” people about my suspected greengages and the response is, they too have noticed for the first time a glut of fruit on their trees. It is suspected locally that these are greengages. What a taste sensation. They are obviously organic because no chemicals get anywhere near the fruit (apart from car fumes), no blemishes, no infestation, soft skin which is easy to penetrate and loads of sweet juice. It is probably one of the most superb new tastes I have come across in years. So what happened to this fruit? Did it do something wrong? I have not seen it in a supermarket, farm shop or market ever before. While you can buy damsons, they are relatively rare and certainly not always available. Cherries are enjoying a revival but at what cost? Should we all get together and begin a revivalist movement for indigenous English fruits, because boy oh boy we are missing something here big time. I have planted a number of stones to leave some sort of record for future generations of this gift.

Back to last month, thank you to Premier for joining my campaign to make Heinz realise its folly in taking HP off to where tulips grow. I like it – threatened court action if Heinz continues to use the HP name manufacturing in Holland. Good fellows, I say.

Apart from the odd greengage incident, August has been a horrible month and volume has been on the floor.

August did offer some great rock concerts but they were sabotaged by quasi VIPs under the corporate entertainment umbrella. A breed (who did not go away in August) I would politely ask to stay away from such events. Many get pissed, herded to their seats by zealous hosty types in trouser suits with efficient clip boards in their grasp. Some twits in chinos and polo shirts then stand on their seats and refuse to get down, behave like spoilt brats and know nothing about the rules of rock and roll. Rockers are civilised, but I fear this new cult of corporate spectator is set to trash what has been our secret for so long. Do us all a favour, get drunk in the corporate bar with the other chino wearers. Rock on.

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Brand builders


Simon Dunn, managing director of Product Chain, on the end of an era


HP Bottles

March 2007 is a woeful date. Production of HP Sauce will be moving to Holland.

Many years ago I applied to Heinz for a sales rep’s job and was turned down because my hair was too long. Subsequently I was hired by Smedley HP Foods and they taught me to sell. I learnt my craft on the strength of one of Britain’s greatest iconic brands, HP Sauce.

I became very attached to HP Sauce and have been so ever since. I was able to ride the storm of it being sold to the French Danone group – it did not fiddle with the product apart from the addition of its logo – but basically I coped. Labels were also printed in French as early as 1917, so there was no real issue there.

Edwin Samsom Moore, the inventor of HP Sauce, said to his wife on finding the ideal site in Aston to make his beloved product, “The site is an ideal one with plenty of possibility for expansion and most importantly good hard water from a well.” The liquid, then known as ‘the wort’, is the foundation of the HP Sauce recipe that is still used today in Aston.

Later this month I will be attending a minimum of three Rolling Stones concerts. I’ve just seen The Who and am as committed to quality as ever. In that context I am a boring 54-year-old git but I am up for almost any change you can throw at me; if it is better than what I like already. Marks & Spencer’s softer butter is brilliant and puts everything else in the shade. Organic food is, in my opinion, tastier than most non-organic offerings. Gü desserts are sublime. I always thought Crosse & Blackwell made the best baked beans and when Nestlé announced its withdrawal I bought a pallet load. Baked beans have never recovered – Branston bare a similar resemblance but that’s all.

So I am going to buy a pallet of HP Sauce in February 2007 because, just like a cup of tea abroad, HP will not be the same if it is made in Holland rather than Aston. Not even if Heinz were to take all 125 employees with it. The decision to move manufacturing to Holland is, in my view, a catastrophic one. Bentley and Rolls Royce are better products under new ownership, but I fear Heinz will ‘murder’ HP Sauce in Holland.

Keith Richards takes HP Sauce with him on every tour he goes on – this is a well recorded piece of rock and roll trivia. I am going to tell him about this disaster. I may even offer him a case of my UK-manufactured product.

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Brand builders


Simon Dunn, managing director of Product Chain, on proper functional foods


Prune Juice low res Dec 04

A much unwelcome rest has recently been thrust upon me by an illness which confined me to hospital and then a period of recuperation. The time I had on my back allowed me to get on with reading what has been happening in our industry.

But it soon became obvious there is so much going on in our business, it is impossible to keep up with developments.

Some of this developing stuff is really interesting. Spelt seems to be on the way back, Quinoa is getting air time for its many health benefits and the pressure is on with the Government talking about mandatory omega 3 capsules for school children. Of course, good old prune juice is now recognised as being very high in antioxidants. Pleasing because Grove Fresh launched its prune juice with grape last month and it has received a great reception in all stores that listed it.

So, as always, the industry is alive and exciting, full of great new ideas and more old secrets coming to the fore. It really goes to show just how much we do not need to fabricate goodness into food. I know I have gone on about this before but I take a cynical view of the “dubious” added value manufacturers are creating for the food we eat.

Nothing you can add to a processed food will be a good as consuming the whole food from which that additive is extracted.

Whole foods, be it prune juice, hemp oil, seeds, etc contain a plethora of compounds which work synergistically to create a biochemical/therapeutic effect in the body i.e., the whole is greater than the sum of the parts. Unfortunately, researchers identify perhaps one or two bioactive compounds in foods then spend huge amounts of money in isolating, purifying and marketing that compound because it has been shown to have an effect. I have yet to see clinical trials where the effect on cholesterol reduction of products such as Benecol are compared with eating a whole food diet rich in fruits, vegetables, seeds and essential fatty acids.

In much of the research that is carried out, it is often only one outcome that is measured, for example, reduction in cholesterol. The research does not measure the antioxidant status of the blood (vitally important in the management of cholesterol). The results of switching to a whole food diet from a contrived functional diet are staggering in terms of improvement in health, stamina and general wellbeing. The only truly functional foods are those that are largely unchanged from their naturally occurring state. What we need to have are more, highly nutritious, natural foods and market them well.

It was food poisoning that made me so ill.

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Simon Dunn, managing director of Product Chain, on the good, the bad and the ugly of brand overhauls


It is said, if it ain’t broke then don’t fix it. Never muck about with a brand. Do not change its persona, and make sure only enhancements are made. Research thoroughly all aspects before making any changes. You know that makes sense.

Some get it badly wrong – even the greatest and brightest screw up. Coca-Cola tried to change its formulation becoming a legend in its own can, the failure it created. There are stories posted on an internet site which demonstrate how hysterical America became over this way back in 1985: [I=http://www2.coca-cola.com/heritage/stories/new_coke.html]www2.coca-cola.com/heritage/stories/new_coke.html[\I]

There are successes and the plan is to make brands global today. Mars has successfully (how I am not sure) switched some UK specific brands over to the now global identity with Marathon becoming Snickers, Opal Fruits changing to Starburst and a few others. We wait with great wonder to see if lavatories smell any better after treatment with Airwick, which we are informed on pack is the new name for Haze. But all in all, there are some big risks to brand managers and owners when they fiddle about with brands. Consumers do not like change on the whole. They will try new stuff but change is a concern too far for most.

Last November we decided, for one reason or another, to be really bold and take a product which is changing a national habit into a modern experience. It had distribution in most decent supermarkets and was growing fast.

We changed the name, did not use the pack to tell the consumer for all sorts of reasons, relied on shelf talkers, developed some revolutionary pack designs, blending retro with modern.

To date, the sales are 24% up year-on-year. So there you are, it can be done; even by humble folk like us.

Eric Clapton got away with becoming Derek for years and ended up with two brands. Peter Cook & Dudley Moore became Derek & Clive. Who knows why Derek was such a popular name, what a about a Derek functional food juice, great as a blood thinner?

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Brand builders


Trans fatty acids – the campaign trail for more information


Fats are found naturally in foods like dairy products and meat.

While these naturally occurring fats are good for us, the man-made alternative – trans fatty acids (or “trans fats” as they are more commonly known) – are created for food manufacturers so they can process food more cheaply and get it to last longer – and their health benefits are highly debateable.

Though there is a growing bank of evidence to suggest the inclusion of man-made trans fats in our diets has contributed to millions of unnecessary deaths through heart disease, global food manufacturers and government food agencies have remained cautious about communicating the major differences that exist between the ‘good’ and the ‘bad’ varieties.

Those with diets high in the ‘bad’ varieties, which include trans fats and LDL (‘bad’) cholesterol, can experience serious health problems. It is not difficult to research if have a mind to do so. If you are a grocery or food person with an interest in what you eat, you might be alarmed by what you learn.

The food industry developed trans fats to make food processing easier and cheaper. Animal fat, fully hydrogenated vegetable oils and traditional liquid vegetable oils led to significant cost efficiencies. They now dominate the ingredient lists of old favourites from biscuits to pies. Yet how have we allowed manufacturers to slip these hidden deadly ingredients into our food without us noticing?

The answer is simple – lack of information. Please can we have clarity on this issue? I am by no means an expert, and must admit to knowing little about the actual chemistry involved in the production of either trans fats or other modern day food ingredients. It took 30 years for facts to emerge and for consumers to know the truth about cigarettes, and what concerns me here is we could have another disaster in the making.

Please will the good burghers of the food industry start to deliver some easy to understand facts about the hidden ingredients in our food? I, for one, want to know more.

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Simon Dunn, managing director of Product Chain, on how to get start-up brands on shelves – and off them


When is a flapjack not a flapjack? When it’s a burger.

I represent Wholebake, a flapjack and seed bar company which has a small plant in North Wales. It has listings in most supermarkets and health food shops – it’s small stuff but suits us. So on we plod, with Wholebake growing year on year and sometimes making a profit, if we’re lucky.

The name of one of Wholebake’s products is ‘Whopper!’. It’s called Whopper! because it’s quite big and represents tasty, healthy food and excellent value for money. It has no trans-fats or added nasties.

Steve, the boss of Wholebake, is a fully fledged member of Amnesty, a vegan animal lover, and a supporter of almost every peace movement since Vietnam.

A few months ago, a big black car pulled up in the driveway of Wholebake’s North Wales factory. As Steve turned up for work, two big men in black suits, who looked over-fed and grumpy, accosted him and handed him a very large document. Steve is a nice bloke – he thanked them and went into his office. The two heavies sped off back to some metropolis to accost more people with large documents.

The large document revealed Burger King did not want Wholebake to call its flapjack ‘Whopper!’ because consumers may get confused between their hamburgers and Wholebake’s flapjacks. They are so upset they are going to take little Wholebake to court, unless the company stops selling flapjacks called ‘Whopper!’.

When does a healthy flapjack selling about £400,000 per year threaten a hamburger that sells so many I cannot even be bothered to look it up on Google?

Billy Bunter used to tell lies and they were called whoppers – he got a serious beating for his whoppers. I wonder what the burger bogey men will do to us? Any ideas?

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Simon Dunn, managing director of Product Chain, on how to tap into GI, the new eating regime that holds genuine credibility


Here we go again — another new idea about diet or just a commercial gimmick to make fortunes for the advocates of the latest food fashion? In actual fact, the GI diet is one of the most sensible eating plans I’ve seen for a long while.

So why is the ‘Glycemic Index’ or ‘Glycemic Loading’ any different to the last fad?

It’s not promoted by a commercial organisation for starters. For sure companies are bound to declare ownership and already we are seeing supermarkets using the GI tools on their product packaging.

Yet GI has been around since the ’70s. It has heritage and credibility. It was not designed to sell more of a particular brand, or to promote the next life changing nutrition guru. Originally based on work done to help diabetics control their sugar levels, the GI diet has its roots in genuine purpose. The research produced a Glycemic Index identifying the good boys — low GI, and the bad boys — high GI.

You could say the GI diet is applying real science to eating, as opposed to dangerous abstention of certain food types.

Those ultimately adopting and understanding the benefits of GI will be food winners. The Government is looking to move five-a-day up to eight; Jamie’s lunches have dramatically effected most people’s perception of food; and the consumer is becoming even more aware of the effects of dangerous additives. Food has never been such an important issue and GI is leading the way as being the eating plan with the most likelihood of sustainability.

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