Case study: Macphie of Glenbervie - O.T.T.

OTT productsAppointed by Macphie of Glenbervie to work on a range of marketing projects, a significant new product development project was executed from within the marketing department by Taylormade Marketing.

Macphie is the UK’s largest independent food ingredient provider. They are known for their ranges of sweet and savoury UHT sauces and their fruit coulis for the catering trade. The challenge to Taylormade Marketing was to launch a range of sweet sauces utilising functional packaging specifically for the foodservice market. After first assessing the existing market, potential competitors, pricing strategies and opportunities, a plan was developed to meet the challenge to launch within six months of receiving the brief. It was initially believed that the project could only be completed by outsourcing production.

Forming a small project team, TMM worked with the R&D and Production and Commercial functions to develop a range of four recipes suitable for pouring and within a defined cost range; off the shelf packaging was sourced, the brand name and packaging designs were developed by the appointed design agency. Production trials in-house and market assessments were extremely successful and the brand was launched within the six months of having received the brief, complete with a launch to the sales teams with appropriate selling materials.

The brand was registered and trade marked, O.T.T. – Over the Top Dessert Toppings to be sold through distribution channels servicing catering establishments such as hotels, restaurants, pubs fast-food outlets and ice-cream parlours. Since launch, O.T.T. has become the top-selling brand in this sector, further flavours have been added to the range and excellent distribution has been achieved in the appropriate outlets.