RHM aims organic food range at mass market

Rank Hovis McDougall is to bring organic foods to the mass market with the launch of a new enterprise called The Enjoy Organic Company.

Rank Hovis McDougall is to bring organic foods to the mass market

with the launch of a new enterprise called The Enjoy Organic

Company.



It will be run independently of the main RHM operation, which includes

Bisto, Robertson’s and Sharwood’s among its brands.



The Enjoy Organic Company will be launched on June 5, headed by Harriet

Rhys Williams, the former marketing director of RHM’s Centura Foods

arm.



She said: ’We want to be the first to bring organic food to the mass

market. This business is dominated by marketing based on the worthiness

of organic foods - we are going to market our foods on taste and

enjoyment.’



Enjoy Organics will launch with a range of 29 products - all processed

foods such as cereals, sauces and prepared meals, which it believes will

make its range more accessible. Prices will be as much as 20% higher

than non-organic competitors.



Rhys Williams said: ’It is a nationwide launch with a focus on getting

communities involved in the brand. We will be travelling to events and

retailer car parks around the country, where people will get to taste

the food and then create their own poster ads. We will use the best ads

on local sites and in local press.’



The launch will add to growing controversy about how organic and

non-genetically modified foods are marketed. Last week, the Advertising

Standards Authority upheld a complaint against Tesco about claims in its

advertising that consumers could taste the difference in organic foods

(Marketing, May 11).



The new organic company is the brainchild of Rhys Williams, who left her

role at Centura in 1998 following a car accident.



At the start of the year, Marketing revealed that Rhys Williams was

holding ad agency pitches in her kitchen for a new organics range.

(Marketing, January 13).



Claydon Heeley Jones Mason won the pitch, and will orchestrate the

company’s pounds 4m launch campaign, using local radio, local press,

posters and a road show. Media will be through BBJ Media.



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