1. Turning ideas into products
Lawrence Mallinson

2. 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

3. 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

4. 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

5. 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