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Just the Answer – Paul Aikens, Mars Food
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Just the Answer – Paul Aikens, Mars Food
Mars Food, the US giant's non-confectionery arm in the UK, has just undertaken its first new product launch for nine years, with the introduction of the Asian ready meal concept, PurAsia. In this month’s Just the Answer interview, Michelle Russell spoke with Mars Food marketing director Paul Aikens about the launch, the Asian ready meals category and ‘gastrosexual’ consumers.
23 Jul 2008 by Article comment
RE: Just the Answer – Paul Aikens, Mars Food
Interesting... especially as a former marketing 'Martian' within the grocery division (Master Foods, King's Lynn) in the days when the first Uncle Ben's cooking sauces were launched... (basically an offshoot of the Dolmio jar sauce production capabilities). Yes, you could have any flavour you liked as long it was chilli... mild, medium and hot! That was almost 20 years ago.
One is tempted to be unkind at this juncture... and ask the question, "What took them so long?" I mean, your average Brit was eating Chinese and Indian takeaways 40 years ago... But how could I be unkind to my former masters?
What is interesting is that the Uncle Ben's brand was obviously not considered appropriate or strong enough (too 'mainstream/mass'?) for this launch. Also interesting that Mars is launching a comletely new brand, though it's not the first time (cf. Seeds of Change). And I know Mars well enough to know that they will bang their heads against a brick wall until either the wall breaks or their heads do... So, commitment is not an issue here!
I'm a bit confused, though, by the 'one retailer' launch. Surely, when you launch a new brand you need to have massive media support behind it. Going with one retailer rather than one region prevents that, surely? I imagine there's going to be huge in-store activity, demos, sampling etc. but there would have been anyway. So I'm not sure how Mars is going to get a true 'read' in order to justify a roll-out nationally.
My guess is that they're going to launch nationally anyway and that they simply have production limitations... or want to wait and see if it flops or not before investing in the line capacity needed for a national roll-out. Damage limitation...
Anyway, good luck to them, I say! (If anyone has tried the stuff and has an opinion, I'd love to hear!)
23 Jul 2008 by TheFoodAnalyst.com
RE: Just the Answer – Paul Aikens, Mars Food
Actually, I have given these "unready meals" a go and they taste really good. The flavours are fresher and more distinctive then the curry/rice ready meal packs sold in the major supermarkets.
I could also give myself a pat on the back for making the effort to prepare my own meal, without the stress of compiling a long shopping list but then forgetting one vital ingredient (like turmeric!).
There is still no substitute for an authentic Indian restaurant but things like PurAsia come a better second-best than ready meals.
24 Jul 2008 by views@
RE: Just the Answer – Paul Aikens, Mars Food
Glad to hear it, views@. (Your name isn't Aitken, is it?) If there are half a million more like you, it might just work!
I was chatting to a fellow former Martian (who shall remain nameless!) who found the name PurAsia somewhat amusing. A little too close to 'Purina' for his liking! (You'd have to be a Martian to really get that... i.e. memories of the morning taste panel at Pedigree Petfoods and ex-Dornay Foods' Tyne Brand).
But here are his other comments: "Seriously, it shows how they have failed with Uncle Ben's sauces. Brand stretch fails again. Mighty brave to launch a new brand though, and it will p**s off the rest of the trade by giving it a Tescopoly first. Must untuck my shirt, gel my hair and get down to Tesco to get some."
Hey, wait a minute, views@... Is that YOU?
27 Jul 2008 by TheFoodAnalyst.com
