Overview.
Cauli Rice believe in the power of plant-based eating to nourish the body & mind, and fuel you to make the most out of everyday. The founders, tired of looking for easy ways to eat healthily for their young family and of making cauliflower rice from scratch, developed their own fuss-free, convenient solution.
The Challenge.
We started working with Gem Misa (co-founder of Caul Rice) in 2014 when Cauli Rice was just a concept. As such, we needed to guide and advise on the brand positioning and create a sales strategy to target major multiples & wholesale in a very competitive space.
Our approach.
In the beginning we worked closely with Cauli Rice to determine the best category positioning for the product and brand. Although perceived as a niche product, together we agreed to go mainstream and target the microwave ready-to-eat buyers – this bold stance paid off.
Driving distribution.
Within a year we had achieved listings in all five major UK multiples with over 3000 store distribution points. In fact, in 2017 Cauli rice was the fastest growing brand in the rice category rising from 48th position to 10th in the ‘largest brand rankings’ [Nielson 2017].
Not all plain sailing.
There have been many challenges along the way. The production line was a world first, so not surprisingly we faced some production and supply chain issues in the early days. Through working together closely we overcame these hurdles and maintained a good supplier relationship with our retail customers.
The future.
Since launching in the UK, Cauli Rice has now expanded overseas and has launched in both the US and Australia with many more exciting plans ahead of them.
What we delivered.
- Brand positioning advice & guidance
- Sales strategy planning & implementation
- Buyer meetings, trade presentations & proposals
- Logistic & operational support
- Pricing & promotional planning
- Sales forecasting & analysis
Gem Misa
Co-founder of Cauli Rice
‘Product Chain’s dedicated sales team have invaluable experience dealing with UK Grocery multiples which has saved us time and anguish along the way. Their intelligent analysis and use of the data has enabled us to work together to formulate the overall strategy for our brand. In addition, the Product Chain Client Service team have been a huge help – I did not realise how much heavy administration is required for dealing with supermarkets! They have freed up my time to concentrate on other essential areas of the business’