A major campaign has been unveiled for the Weight Watchers low fat cakes range by Anthony Alan Foods, the company which produces the cakes under licence.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The range will be supported by a major campaign of instore promotions in the first quarter of 2007, with new products also being added, including Almond Slices and American Mini Muffins.
The company said the overall objective of the campaign was to reinforce the Weight Watchers cakes display as a destination point for consumers seeking a healthy treat, but the method of communicating this would vary from retailer to retailer.
“To maximise the effectiveness of any instore promotion you have to tailor the offer to the specific retailer and its customer base,” Anthony Alan Foods sales director Mark Rooza said. “The first quarter is a peak sales period for us and we’ve worked very closely with each of the supermarkets and C-store groups to get it right.”
Rooza added that some of the activities would be designed to promote the new products to existing customers, while others would encourage new customers to try one of the established products from the range.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataSo far, retailers signed up for promotional push include Asda, Iceland, Morrison, NISA, Sainsbury’s and Somerfield.
Interestingly, the move coincides with the publication of research by market data specialists Mintel that suggests the market for slimming foods in the UK is contracting significantly. According to Mintel’s research, published in its recent report Slimming Foods, sales of slimming foods have shrunk by as much as 27% in the last five years to just over GBP81m (US$157m).
