SBR 29: A MARKETER’S PERSPECTIVE ON IFE 2024
If you follow my LinkedIn feed you’ll have seen that I was on stage at the IFE at Excel a couple of weeks ago. I took part in a panel discussion with Isabel Lydall and Richard Medley, hosted by the brilliantly provocative Brett Goldhawk. We discussed the 4 killer components to make your brand a success.
But whilst I was there, I took the opportunity to have a good old nosey around the brands that were exhibiting.
I’m happy to report that the gastronomic landscape was as vibrant and diverse as ever. From traditional dairy powerhouses to the almost overwhelming number of Asian suppliers, the event was a testament to how eclectic our eating habits are. Here are a couple of the themes that caught my eye…
Traditional Dairy's Dominance and The Surprising Scarcity of Alternatives: In stark contrast to last year’s London Coffee Festival (where I counted a dozen or more dairy alternatives, and no “real” dairy brands) Excel was awash with dairy. We know that dairy alts are a growing sector, especially with some consumer segments who are relevant to the LCF, but the vast majority of volume still remains in cow’s milk (AHDB had dairy alts at 6% of volume in the L12W to 4 September 2022)
The Rich Variety of Asian Cuisine: There were large areas of the show dedicated to Asian foods. These stands, many of which seemed to be supported by government initiatives, showcased an amazing variety of authentic products of apparent exceptional quality. However, for me, there was a gap in how these products were presented to the European and British consumer. There’s work to be done for these brands to tap into the macro trend of consumers seeking a variety of taste sensations. They’ve got the authenticity and credibility, but the packaging and marketing materials on display didn’t bring it to life for British expectations.
A Field of Dreams: Conversations with many brand representatives revealed a common theme: a desire to break into the retail space. However, this ambition was often matched with a naiveté about the complexity of the UK retail industry, underscoring a need for guidance and partnership in navigating these waters. Cough cough - you know where we are if you want to chat about that!
Some Personal Highlights:
Froot Pops: Nestled in the start-up zone, this brand stood out not just for its delicious product but also for the passion and enthusiasm of its founder. These guys won IFE for me!
Belazu's Innovation: Their sesame-free hummus was a revelation, proving that traditional recipes could be reinvented for modern palates - although it was only available in food service. We have a sesame allergy in my household, and so it would be a game-changer for us if was available in retail!
Nut and Seed Butters Galore: The Borna stand offered a particularly memorable pistachio butter.
Wow Cacao: A new contender in the beverage sector, promising to give coconut water a run for its money with its unique flavour profile.
Branding Excellence: The fu:di and Good Phats brands showcased the power of design in product packaging, courtesy of a founder with a keen eye for aesthetics.
Pekis Taco Toppings: A Spanish brand ready to conquer the UK market, with its chili topping leading the charge.