CLOSE-UP: CLIENT OF THE WEEK; Golden Wonder sets its goals

Its buyout has put Golden Wonder into an optimistic mood, Margaret Hood says

Its buyout has put Golden Wonder into an optimistic mood, Margaret Hood says

Golden Wonder’s marketing director, Paul Boothman, isn’t fazed by the

financial burden resulting from the company’s management buyout from

Dalgety last week. This is despite the fact he is the custodian of the

brand, a shareholder, and that his house is on the line if things don’t

work out.

Boothman seems to relish the challenge of halting the decline in the

crisp brand’s market share. Though the market leader in the 60s and 70s,

Golden Wonder now comes a poor second to PepsiCo’s Walkers brand.

‘This is not a nail-biting experience,’ an upbeat Boothman claims.

‘There was some apprehension when we first looked at the possibilities

of taking over the company, but I have been with Golden Wonder for a

while and I am confident of my abilities. It is great to have the

opportunity to do what we believe is right for the brand.’

Boothman, 35 years old, started working at Golden Wonder in 1985 as

product manager for crisps, and later Pot Noodles. This was followed by

a year working on projects in Holland. In 1992, he took over

responsibility for all Golden Wonder snacks, including the key Nik Naks,

Wheat Crunchies and Wotsits brands. In January this year he was promoted

to head of marketing.

Boothman and his five buyout partners, led by the chief executive, Clive

Sharpe, have four main brands in their stable.

Golden Wonder Crisps, Wheat Crunchies, Nik Naks and Wotsits were

allocated vastly increased adspends to boost brand values when the

business went up for sale. This year, pounds 12 million has been

earmarked for advertising - including pounds 5 million for crisps -

through Ogilvy and Mather.

Boothman says: ‘At the end of the day, it is about teamwork. The six of

us involved have known each other for a while - we know each other’s

strengths and weaknesses. In the past two months, we have been through

every spectrum of emotion together, and know each other extremely well.

Given a focused common goal, we can achieve great things.’


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