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May 14, 2020

UK pulses business Merchant Gourmet launches into D2C

Merchant Gourmet, the UK pulses and grains business owned by local distributor Leathams, has opened up a new sales channel to adapt to the Covid-19 outbreak.

By Dean Best

Merchant Gourmet, the UK pulses and grains business owned by local distributor Leathams, is to start selling directly to consumers as one way of adapting to the Covid-19 outbreak.

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The company is marketing food boxes, both “bespoke” and pre-packed, which households can order directly to home and which can be bought by small firms. As the products come in large quantities that would usually be provided to restaurants, small food businesses could look to purchase them to stock up on ingredients, the firm told just-food.

The bespoke boxes can be made up of food from a variety of categories, including food cupboard, home baking and vegan.  The bespoke boxes prices will range depending on the products chosen.

Four pre-packed boxes are also available – an Italian box, a Spanish alternative, a third focusing on Asian products such as tofu and kimchi, as well as a fourth providing “store cupboard essentials”. Each are priced at GBP45 (US$54.87), apart from the Spanish box which costs GBP50. Orders can be placed at https://shop.leathams.com/.

Nyree Chambers, head of brand at Merchant Gourmet, said: “In the current crisis, supermarket shopping has become significantly harder, with longer queues, wider food shortages and waves of panic buying. In these difficult circumstances, we want to provide a variety of healthy, easily accessible ingredients, offering quick meal solutions to small businesses”.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
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  • Perform company-level analysis to understand business model, size, and geographic focus
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