Turning ideas into products Lawrence Mallinson
1990 I took over a defunct cider maker We now sell a range of non-alcoholic drinks and fruit coulis 2009 Turnover £3.3m Steady Innovation has been the key to our success
Our Original Premise The finest non–alcoholic alternative to wine A time of big marketing spends for de-alcoholised wines A better quality product not compromised by an artificial production process Reposition out of the apple juice category in to Adult soft drinks
THE RANGE EXTENSION Disadvantages Advantages Cannibalisation Diminishing returns Increase in Stock/ Production complexity Advantages Existing distribution channels/production system Brand loyalty New customers (Elderflower /Cinnamon fans) Brand shelf impact
AN ORGANIC DIVERSION Why ? Why Not ? Threat to our position in the market Organic became a premium quality perception not just a cranky health issue Opportunity to break out of the “apple juice” niche with an “organic drink” Why Not ? Undermines the Classic range’s proposition as “the best” Supply problems conflicted with quality Uncertain over the long term viability for commercial UK growers without subsidies