UPDATE: US/UK: Hain eyes soaring Linda McCartney sales
Hain Celestial hopes the relaunch of its Linda McCartney range of vegetarian products will boost the brand's UK sales by around 80% in the next 12 months.
David Arrow, managing director of Hain Celestial UK, told just-food today (4 May) that the Linda McCartney range generates sales of GBP14-15m (US$28-30m) in the UK. The company, Arrow said, is eyeing sales of GBP25m within the next year.
US-based Hain Celestial, which produces a range of natural and organic foods, bought the Linda McCartney brand last year. At the time, the company felt the brand's recipes and packaging needed to be refreshed to win over consumers.
Arrow said: "The product was a little bit out of step with today's consumer. The recipes needed updating, using fresher ingredients, to take the product more upmarket. Of course, consumers don't eat the packaging but the packaging was also looking a little bit dated."
Hain Celestial spent around GBP1m on the relaunch of the Linda McCartney range, which is comprised of some 11 products in the UK. Arrow said the company is looking for an immediate lift in sales.
"At retail, the brand makes around GBP14-15m in sales and we'd like to see it get up to around GBP25m in the next 12 months," Arrow said.
He added that the Linda McCartney range would give the UK consumer something different in comparison to rival products like Quorn. "We're not tied to a specific ingredient. We can give the consumer looking to shop in the meat-free fixture something more."
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