Stiletto Foods
5th January 2010, STILETTO FOODS SELECTS VALASSIS TO SUPPORT LAUNCH OF MRS CRIMBLES GLUTEN-FREE BREAD
Stiletto uses 50p off coupon campaign to drive trials and increase sales
Stiletto Foods, manufacturer of Mrs Crimbles free-from products, has selected Valassis Ltd, the UK’s leading coupon and voucher services provider, to help drive trials and increase sales of its newly launched gluten-free fresh bread with a 50p off coupon campaign.
Mrs Crimbles is one of the fastest-growing free-from brands in the UK, listed in a wide variety of outlets from the major multiples through to convenience and specialist stores. Expanding its product range to include gluten-free bread, available in white and seeded varieties, Stiletto Foods decided to use a direct mail coupon campaign to drive trials and increase sales alongside a series of food shows. The bread is listed in Sainsbury’s, Waitrose, Budgens, Nisa and Booths and has a RRP of £1.99.
Jeremy Woods, managing director of Stiletto Foods, says, “Mrs Crimbles is a mainstream brand of great-tasting food that everyone can enjoy. You don’t have to suffer because you can’t eat wheat, and you don’t have to be a coeliac to enjoy Mrs Crimbles products. People are a lot more aware of the food they eat and the effect that this has on their health and wellbeing, helped by media exposure of food issues through research and TV programmes and the arrival of organic and free-from foods on supermarket shelves, and this has had a positive effect on our business.”
Woods continues, “We wanted a way to kick start sales of our new product, and couponing seemed like a good way to do that. We selected Valassis because they are the leading provider of coupon services and because they are recognised by the trade which meant there wouldn’t be any problems with redemption.”
Charles D’Oyly, managing director of Valasis Europe, comments, “Valassis continues to be the number one choice for couponing in the UK, from small FMCG manufacturers to the larger brands and major multiples. The number of companies using coupons to drive sales and increase brand awareness has certainly grown in the recession, and coupons will remain a crucial marketing tool as companies look to engage with consumers and remain competitive in the long term.”
D’Oyly concludes, “We are delighted to be working with Stiletto Foods to support this new product launch, and hope to continue to support its trial gaining exercises in the future”.