Cauli Rice is currently the no.1 low calorie, low carb rice alternative in the UK.* It is also now in the top 10 for all rice brands.†
*[Kantar Worldpanel] †[Nielson UK Rice Category 52 we Sept 2017]
At Product Chain, we are very proud to have contributed to the success of this innovative brand.
We started working with Gem Misa (co-founder of Cauli Rice) in 2014 when Cauli Rice was just a concept. 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]. We continue working together to drive this outstanding growth further, launching new products and attracting more customers.
So how did we achieve this success?
Well it wasn’t all plain sailing… 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.
Nº1 Low calorie, low carb rice alternative in the UK Kantar Worldpanel
There have been many challenges along the way. The production line is a world first, so not surprisingly we have faced some production and supply chain issues. Through working together closely we have overcome these hurdles and maintained a good supplier relationship with our retail customers.
Cauli Rice has recently launched in both the US and Australia. While Gem focuses on this exciting overseas expansion, we continue managing the sales and operational support in the UK.
Top 10 for all rice brands Nielson UK
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
Gem Misa, Co-founder
What did Product Chain deliver?
- Advice & guidance on brand positioning & category management
- Planning & implementation of the sales strategy across major multiples & wholesale
- Buyer meetings, trade presentations & pitch proposals in partnership with Cauli Rice
- Logistic & operational support
- Sales forecasting & analysis
- Pricing & promotional planning
- Management of day-to-day communications with retail customers
- Data analysis to support bids for store extensions & NPD listings
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