Case Study: Goody Good Stuff – finalists for the Grocer Gold Awards Exporter of the Year

Innovative confectionery brand – Goody Good Stuff – has pioneered the use of a plant-based hydrocolloid in sweets to create a ‘gummy’ with maximum flavour and a familiar chewiness that could be enjoyed by all, irrespective of religion or dietary requirements, giving them immediate stand-out for a global audience.

Using only natural fruit juices and vegetable extracts to create the flavours and colours was also a top priority in order to obtain a presence in the healthy snack market.

Export success story

  • Its initial entry into the US market in 2011 saw Goody Good Stuff secure 1,400 stores, while by December 2012 it had increased this to 13,000 stores, including 7-Eleven stores. That figure equates to a staggering 98.5 per cent of all 7-Eleven US stores, making Goody Good Stuff its most popular and far-reaching national roll-out to date; especially impressive when compared to the retailer’s average US roll out of just 30 per cent.
  • This expansion doubled the company’s business, and by the end of 2012, Goody Good Stuff was available in over 120 retailers, in over 15,000 individual stores.
  • Goody Good Stuff is now available in 15 European countries including Spain, Austria, Germany, Portugal, Belgium, Netherlands and Sweden, including Carrefour and LIFE stores – an increase of 35 per cent, compared with 2011.

Secrets to their success in the global market

With such a strong USP that it had very few, if any, competitors, Goody Good Stuff was well-positioned to set about its global growth strategy.

  • Segmented export strategy and partnerships

Recognising the brand’s global potential, it immediately compiled an export strategy placing countries into A, B and C target markets to allocate levels of control.

  • “A” markets are those where you have good knowledge and can maintain full control
  • “B” markets those where you need to work in partnership with several select distributors
  • “C” markets are smaller and are granted exclusivity to partners to allow them to function without delay.

 

Goody Good Stuff founder Melissa Burton feels that by creating long-standing, mutually beneficial partnerships with firms that are experts in their fields, the brand’s benefits can be communicated most effectively.

  • Targeted specific trade shows

They attended target-specific ECRM trade shows around the world in various cities, including Rome, Barcelona, Dubai, and Cologne, as well as Las Vegas and Dallas in America.

This proved to be extremely successful in terms of meeting buyers and getting the product directly in front of them to taste and review it. As a retailer with over 8,000 stores in the US, 7-Eleven was top of Goody Good Stuff’s list of potential stockists.

It was in Las Vegas that Melissa met the 7-Eleven confectionery buyer – a meeting that was set to have real significance for the future of Goody Good Stuff. After six months of dialogue, the opportunity arose to get the Goody Good Stuff lines into stores, so the team did everything in its power to make it happen.

Our exhibition checklist and action plan provides some tips for making the most of any tradeshow you might attend.

  • Understanding the language and culture

Not content with relying on other people speaking English, Melissa has learnt other languages to help her to do business around the world and believes this has certainly given her the edge above her competitors.

For example, at the 2012 ECRM in Barcelona, a buyer from high-end department store, El Corte Ingles, was introduced to the brand and immediately wanted to know more. Strategically, Melissa had taken up Spanish lessons before attending the show, so that she would be able to deliver her pitch in the native tongue and also converse with interested buyers and retailers. It’s this ethos that she puts down as a key reason for her overseas success.

Melissa does not expect the buyers to come to her and went out of her way to understand the target audiences’ language and culture, on more than this occasion, to enable her to provide support for the sweets’ would-be success in any given country.

Prior to attending all foreign trade shows, Goody Good Stuff has country-specific stickers or packs made in the specific language and format. It also provides pricing for each stockist in its native currency as, in order to secure international business, you must be willing to adapt.

Check Open to Export’s articles on understanding cultural differences and the role of translation in international markets for further advice towards ingratiating yourself to your selected markets.

  • Correct packaging

Today, the packs are available in seven country-specific styles and there are labels in 20 different languages. Melissa took into consideration the other country-by-country food packaging regulations and ensured things such as the sell by date were in the correct format.

  • Following up leads

However, it was not merely these meetings that led to the range’s success. Despite only having a small team, Melissa ensured that every single lead was followed-up within 3-5 days. She researched and made contact with each of them and posted them product samples to try again to ensure Goody Good Stuff was front of mind.

Where next?

  • Goody Good Stuff has, again, set its targets high and is aiming for further growth in the global confectionery category. It has agreed to secure a further 8,800 stockists in 2013, taking it to an impressive 20,000 around the world by this December – or sooner.
  • Asia and MENA (Middle East and North Africa) are primary targets  as they remain unserved by other, mainstream confectionery brands. Africa is another key target, where Goody Good Stuff provides appeal via its high melting point and therefore, offers appeal to retailers who are seeking products with long shelf lives.
  • China’s demand for Western-produced foods is growing rapidly, while the free-from trend we see in the UK and US is also gathering pace in the East. Goody Good Stuff’s European manufacturing base increases its appeal to the Chinese market and, therefore, it is felt that there is huge potential for growth there.

For further information

Sectors: Food & Drink
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