In 2019, two of FULFIL’s key international markets were the UK and Benelux. Challenges included building distribution, growing awareness, and understanding the consumer and the market better in order to tell a more advanced category story to retailers. The UK saw the launch of ‘Life’s Wonderfuel’ campaign growing total awareness in the UK to 42% and a brand distribution build to 62%. FULFIL carried out focus groups in Benelux to get more in depth information on consumers and target audience. This led to building a localised category story selling deck, which led leading to major listings within the region.

Promise Gluten Free had been supplying Sobeys, the number 2 retailer in Canada with Private label offerings but sales were declining. They negotiated to replace these listing with a new branded range of products. PGF were disruptive by launching 12 new products in a new location instore. PGF drove category growth +24%, with 80% consumers buying anything Gluten Free for the first time and increase consumption 5 fold. The strength of the product and consumer interest resulted in the market leader becoming displaced instore and Promise Gluten Free gained 6 share points in the first 12 weeks of launch.

The Butter Spreads and Margarine market in Ireland has been challenged in recent years by consumers moving back to butter. Kerry Foods knew that it was essential to look beyond trading in Ireland to secure sustainable growth for our brand and business into the future. Germany presented growth opportunities and we were brave enough to take a small team of people that were passionate about our brand and our products to build a launch. Through a close relationship with German retail powerhouse, Edeka we successfully launched Dairygold in Germany and there is huge potential for further growth and expansion.

Avonmore has been trading in China for five years in retail and foodservice. While retail grew year on year, the away from home category lagged behind. We had to re-lay the foundations of the foodservice business in China, from insight to positioning to product, creating a new brand. Avonmore Professional is the new dedicated food service brand created for international markets, offering a range of dairy products from Ireland with naturally pure perfection at its core. The brand has been built on our grass fed story and is based around taste superiority and natural credentials.

Following a decline in British visitors, Guinness Storehouse identified a significant opportunity in the European market with new air access from Italy and Germany creating potential for growth. Consumer journey mapping highlighted the important role of digital and PR in driving discovery during trip research phase. Guinness Storehouse offset the GB visitor decline by growing not just the number of Europeans visiting, but also penetration rates of key target nationalities, with 29% of Italian visitors and 18% of Germans choosing to visit. Online was a key lever in delivering growth, with a large uplift in traffic and online revenue in 2019.