Snacks model Uncooked Bake Station was based in 2016 by Evie Waxman, who serves because the start-up’s CEO. Now, greater than seven years on, the enterprise is present process a model revamp. From 2023 onwards, Uncooked Bake Station shall be branded as D*mn Good to push its guilt-free, wholesome indulgence messaging.
‘Insurgent towards weight-reduction plan hell’
“I based Uncooked Bake Station on the again of my very own poor relationship in the direction of meals in my earlier life, always battling with poor psychological well being,” revealed Waxman at ProVeg Incubator’s current Demo Day.
“I needed to create one thing that I may personally take pleasure in 24/7 that was each plant-based and clear label.”
Waxman responded to those calls for with Uncooked Bake Station, and its newest work with a inventive company has served to strengthen its model identification, we had been advised. Messaging to accompany the D*mn Good rebrand, which options cartoon satan imagery, is designed to lean into wholesome indulgence and away from poisonous weight-reduction plan tradition. Slogans embody ‘Insurgent towards weight-reduction plan hell’ and ‘Guilt serves no person’.
“We’re rolling out an entire new ‘us’,” defined the CEO, “tapping into that emotional area and connecting with shoppers on a a lot deeper degree. Encouraging shoppers to embrace their internal demons and free themselves from their fears”.
The consequence, Waxman continued, is a ‘new model, a brand new look, and new power’.
From candy snacks to savoury
The rebrand will rollout in early 2023 on Uncooked Bake Station’s present product line of plant-based ‘mini cookies’ obtainable in three flavours: Salted Double Choc, Chocolatey Orangey, and Vanilla Chop Chip.
Being free-from animal merchandise and offered in recycled plastic, Waxman stated they’re ‘planet-friendly’ and provide a 12-month shelf-life. They’re additionally free-from gluten, dairy, refined sugar, and peanuts, and are available in below 200 kcal per pack, “which is ideal for the calorie acutely aware shopper”.
Waxman continued: “We’ll at all times differentiate ourselves from rivals within the area by being a clear label and indulgent snack.”
This 12 months, below the D*mn Good model, the start-up can even be increasing its product line with new cookies flavours, share luggage and multipacks, and a brand new vary of brownie bites.
2023 can even see D*mn Good enter the savoury snacking area. “We’ve seen big actions throughout the savoury and purposeful snacking market, which is why we’re creating a excessive protein, plant-based, low-calorie duplicate of a UK favorite, Cheese Wotsits [to be sold as Cheesies].”
Rising the enterprise
Uncooked Bake Station is at the moment offered throughout the UK in retailers together with Coop and Ocado. In Coop, gross sales are up 30% week-on-week, revealed Waxman, which suggests the model will roll out into an extra 300 shops this month.
From this 12 months, the start-up shall be ‘tackling’ all main UK retailers and has already secured an inventory in 400 Sainsbury’s shops come April. New markets are additionally on the playing cards, with an inventory confirmed at Spinneys within the UAE. This 12 months, D*mn Good will attain Saudi Arabia, Kuwait, Qatar, Dubai, and the Czech Republic.
“We’ll be launching new merchandise to market, tackling the foodservice business, and gaining additional worldwide distribution.”
Rising the enterprise won’t be centred round worldwide distribution solely, nevertheless. This 12 months, the corporate shall be specializing in advertising throughout the board. “Our technique [in 2023] is to concentrate on in-store advertising now that we’re working with bigger retailers, after which additionally to concentrate on a digital strategy with the likes of Tik Tok and Instagram.
“We all know that round 43% of shoppers discover new merchandise on shelf by searching, but in addition a strong 40% discover them on-line via digital advertisements, Tik Tok, and influencers. In order that shall be our technique for [this] 12 months.”
Feeding the snacking demand
Waxman is satisfied of the demand for snacks, and expects snacking events to proceed to develop.
In accordance with a current report from confectionery main Mondelēz Worldwide, greater than 85% of world shoppers eat a minimum of one snack for sustenance per day, and one snack for indulgence. The 2 primary drivers of snacking are believed to be bodily well being and emotional well being.
“It is a massively rising market,” she advised delegates, citing Bord Bia analysis suggesting that 170m snacks are consumed per day within the UK alone.
On the identical time, demand for plant-based merchandise is on the rise. In accordance with analysis from The Grocer, 61% of adults purchased extra plant-based merchandise in 2022 in comparison with 2021. Free-from chocolate can also be up 50% from a market worth of £37.6m in 2020 to £55.2m in 2022.
“With the plant-based market rising, and extra shoppers in search of snacks to enhance each their bodily and emotional well being, we all know that Uncooked Bake Station is becoming that market.”
