Sizzling brands working together to encourage consumers to eat around the world at home!
So how well do retailers know their world foods? Do they stick to stocking easy, well known big brands or do they push the boat out and be more adventurous in encouraging their customers to try new and different foods?
Bringing together for the first time major world food brands, World Foods Focus 2012 aims to clear up the confusion of which brands to buy when trying to create global culinary delights in your own kitchen.
Launching on the 30th April and running for five weeks in Tesco, the campaign will focus on authentic and mainstream world foods from the UK`s most popular country cuisines and ways you can ‘Eat Around The World’ at home.
Comprising both ambient and chilled, the overall world foods market is estimated to be worth around £1.5 billion at retail and growing at +11% pa, with the major multiples accounting for approximately 78% of all world foods sales. So with robust growth and an increasing consumer desire for spicier foods, world foods are hot!
A TESCO EXCLUSIVE, visiting 20 of the leading Tesco World Foods stores across the southern half of the UK and the Midlands and to tie-in with the launch of their new world foods fixture, the World Foods Bistro RoadShow will directly engage with around half a million consumers, and distribute up to 300k quality data-supported samples.
If that`s not enough the roadshow is supported by high impact media, promotional and online campaigns that reach around a quarter of key world food consuming adults over the same period.
Brian George, Director of World Foods Focus campaign says:
“World foods is a growing and dynamic grocery category. However, it lacks broader consumer understanding. With our new World Foods Focus experiential sampling and promotional media event, running throughout May and exclusive to Tesco, we’re going to help change this. We’ll be encouraging consumers to be more adventurous by eating around the world and focusing on the UK’s top 10 favourite country cuisines.
World Foods Focus has secured support from leading brands such as Old El Paso - Official Mexican, Amoy – Official Noodles, Encona – Official Caribbean, East End - Official Indian Lee Kum Kee – Official Chinese, Thai Taste – Official Thai, Tiger Tiger – Official Japanese, Go-Tan – Official Indonesian, Bevelini – Official Greek, Tymbark – Official Polish & Kohinoor – Official Rice.
For more information visit the website www.worldfoodsfocus.com
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