Iglo looks to broaden appeal

Iglo looks to broaden appeal

European frozen food maker Iglo Group has said it plans to change the way people think about frozen food in a bid to double its size by 2020.

The company said it aims to reach sales of EUR3.2bn (US$4.4bn) by 2020 by expanding the reach of its brands to products that can be used in "every meal, every day, by everybody".

Innovation and a "new approach" to marketing are central to its growth plans, Iglo said.

"We are entering an exciting new era for Iglo Group that will focus on creating better meals together for our consumers. Innovation will be key, I want to make Iglo Group an innovation machine that creates great new products that cater to a wider audience and meals that we don't currently serve," CEO Elio Leoni Sceti explained when he unveiled the new strategy today (18 November).

Earlier this year, the company confirmed it is tendering its advertising contract in a bid to strengthen perceptions around its key brands, which include name-sake Iglo and Birds Eye.  

In its announcement this morning, the group revealed it has selected Havas Worldwide to be its new global brand positioning and advertising agency. Iglo will work with Havas to change its marketing approach, with an added focus on digital, the company said.

"I want to shift consumer perceptions and behaviour by changing the consumer view of frozen food from desperation to inspiration. The appointment of Havas as our new marketing agency and the new strategy will be central to this. Creation of an internal digital hub will also make sure we are where today's consumers are and we're there when they ask ‘What's for dinner tonight'?" Sceti added.

The company is also shifting its focus from families with young children, which have previously been central to Iglo's marketing and innovation strategy. Early signs of this new emphasis came in September, when the group revealed that it is targeting the adult market with the launch of a new fish cake product

Show the press release

Iglo Group CEO unveils vision to double the size of the business to € 3.2bn by 2020
Group to focus on great tasting food that can be enjoyed at every meal, every day, by everybody

New strategy sets out to change perceptions of frozen food and consumer behaviour

Innovation and a new approach to marketing central to the vision

Iglo Group's CEO, Elio Leoni Sceti, is today unveiling his vision to double the size of Iglo Group by 2020. His new strategy aims to transform perceptions of frozen food and consumer behaviour through innovation and a new approach to marketing. Central to the strategy is a new approach to marketing.

After a high competitive contest, this month Iglo Group selected Havas Worldwide to be its new global brand positioning and advertising agency. Iglo will work with Havas to change its marketing approach, with digital being at the heart of this.

Commenting on the new strategy Elio Leoni Sceti said: "We are entering an exciting new era for Iglo Group that will focus on creating better meals together for our consumers. Innovation will be key, I want to make Iglo Group an ‘innovation machine' that creates great new products that cater to a wider audience and meals that we don't currently serve."

"I want to shift consumer perceptions and behaviour by changing the consumer view of frozen food from desperation to inspiration. The appointment of Havas as our new marketing agency and the new strategy will be central to this. Creation of an internal digital hub will also make sure we are where today's consumers are and we're there when they ask ‘What's for dinner tonight'?"

"We need to properly understand the consumers' perspective. They shop for meals, want great tasting food and have gone digital. Parents have traditionally been the focus of our marketing, yet 75% of the population do not have young children. We need to change our focus."

Frozen is a food of our time that meets the needs of consumers for great tasting, easy to prepare, nutritious food that is less wasteful and good value. Frozen vegetables contain higher levels of vitamins and antioxidants than ‘fresh' equivalents; making them the perfect option to help consumers eat more of the foods we all know are good for us.

Sustainability is a further pillar of the new strategy. The Group's Forever Food programme will be given a more prominent position within the new approach.

Elio Leoni Sceti believes that: "Trust and transparency are important for all food companies. Forever Food will therefore be central to how we will communicate with the public. The programme will ensure that our products are responsibly sourced and prepared."

Original source: Iglo Group