Launching an artisan treat for grownups
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Assignment:
I launched I Heart Bikkies, a Yorkshire artisan food business, wanting to launch a new concept in a busy UK specialty food sector – upscale cookies that appealed to both nostalgia as well as an adventurous 'I deserve this' indulgence.
Challenge:
The specialty food sector is crowded with baking startups, and Yorkshire in particular is an area known for value-conscious shoppers and loyalty to traditional, time-honored recipes. The company needed to strike a balance that encouraged acceptance of new flavours with a sense that these were a new kind of special treats but still could fit in with local expectations.
Approach:
After developing the recipes using high quality and local ingredients, such as organic flour from a local mill operating since the 1600s. I created the branding and tagline – Gourmet Biscuits for Grownups – and designed packaging that would stand out but not break the bank on cost. A sampling programme offered a chance to speak directly to customers at local markets, which led to Bikkies being picked up by regional specialty food shops and being submitted for the UK's Great Taste awards.
Results:
The launch was a hit, with Bikkies selling out at markets and select specialty retailers and was featured in local meda. Sampling allowed us to develop new flavour ideas based on face-to-face conversations with customers. We also teamed with packaging design specialists at a local university to develop concepts for potential expansion into online direct-to-home sales.
I launched I Heart Bikkies, a Yorkshire artisan food business, wanting to launch a new concept in a busy UK specialty food sector – upscale cookies that appealed to both nostalgia as well as an adventurous 'I deserve this' indulgence.
Challenge:
The specialty food sector is crowded with baking startups, and Yorkshire in particular is an area known for value-conscious shoppers and loyalty to traditional, time-honored recipes. The company needed to strike a balance that encouraged acceptance of new flavours with a sense that these were a new kind of special treats but still could fit in with local expectations.
Approach:
After developing the recipes using high quality and local ingredients, such as organic flour from a local mill operating since the 1600s. I created the branding and tagline – Gourmet Biscuits for Grownups – and designed packaging that would stand out but not break the bank on cost. A sampling programme offered a chance to speak directly to customers at local markets, which led to Bikkies being picked up by regional specialty food shops and being submitted for the UK's Great Taste awards.
Results:
The launch was a hit, with Bikkies selling out at markets and select specialty retailers and was featured in local meda. Sampling allowed us to develop new flavour ideas based on face-to-face conversations with customers. We also teamed with packaging design specialists at a local university to develop concepts for potential expansion into online direct-to-home sales.
