Growth for Bonne Maman
Bonne Maman, the premium French cake and biscuit brand, has launched two new cake SKUs in UK retailers supported by nationwide marketing activity, following a successful 2014.
Last year, Bonne Maman was the fastest growing cake brand in the UK. It experienced a 91.8 per cent increase in units and 69.4 per cent value increase, sold over 2.1 million units and over £3.7 million following an extensive nationwide marketing campaign and increases in retailer listings and product distribution (source: IRI Total Outlets, 52 weeks to 3 Jan 2015).
Following this growth, Bonne Maman took the decision to expand its offering and launch its Petit Coconut Cake with Chocolate and Petit Fruit Cakes into the UK market. Both are listed in Waitrose and on Ocado and have an RRP of £2.00 for seven individually wrapped sponge cakes.
Bonne Maman is including this NPD in its nationwide trade and consumer marketing campaign, which aims to raise awareness, drive trial and prompt purchase of its entire cake range, including Madeleines and Tartlets. Activity includes national event and in-store supermarket sampling, online and print advertising with key consumer magazines and multi-channel PR activity, including working with celebrity baker Eric Lanlard.
Emma Sully, Bonne Maman UK manager, says: “Last year was a great year for Bonne Maman cakes – our sales soared despite an overall category decline and we ended the year as the fastest growing cake brand in the category.
“We attribute this success to a number of factors; last year was our first nationwide marketing campaign to directly target consumers and we secured significant additional and increased listings in a number of high street retailers. We know that premium Own Label cakes are outperforming non-premium equivalents (source: IRI Total Outlets, 52 weeks to 3 Jan 2015), evidence that retailers are convincing consumers to trade up which will start pushing consumers towards our products and ultimately have a positive impact on our brand.”
Emma adds: “Despite the overall category decline, we are confident that we can continue to grow our share of the cake market with NPD such as this. Market insight has shown us that consumers are looking for little ways to treat themselves and we market Bonne Maman cakes as an indulgent, occasional treat – the perfect answer to this consumer demand.”
