Gary Osborne, Insight & Brand Planning Specialist, Bord Bia - The Irish Food Board
‘Grazing on the go’ has become the norm for many consumers leading busy, active lifestyles. Bord Bia’s recent ‘Healthy Snacking Report’ confirms that over the last couple of years almost 10% of Irish people have significantly increased the number of times they eat every day with almost 14% of people recognizing at least 6 specific eating occasions. The days of ‘3 solid meals a day’ seem to be gone for many and this has created opportunities for manufacturers interested in meeting this demand. The report’s recommendations for success are to 1. Be Authentic. 2. Use Real Ingredients and 3. Make it clear.
One brand that has successfully combined these elements is Tribe, a range of energy bars and protein bars. The brand story is about sports nutrition brought to the masses. Its founders wanted to create the highest quality natural snack products for ‘real, everyday athletes - runners, cyclists, yogis and weekend warriors - that are free from chemicals, refined sugar and preservatives’. The company started out as subscription-only where consumers would order boxes of Tribe products to be delivered to their homes or offices. Today, many of Tribe’s products are available to buy as one-off purchases in a range of retailers across the UK. Mainland Europe is targeted as the next major territory for expansion.
One of Tribe’s core values is ”Trust Nature” with the brand claiming that products in the range “condense nature’s power”. Marketing communications are hence very much focused on the brand as a source of natural food and drink to fuel consumers during their workouts. Tribe is active in arranging their own events, and in participating in those arranged by others. Sampling is a key part of the brand’s strategy. Samples are handed out not just at sporting events but also at train stations and offices. Tribe is also very active on social media, where it mostly shares images of how the products can be enjoyed or photos from the adventures the Tribe community goes on.
Tips For Success For Irish Food And Drink Manufacturers:
1. Today’s consumers want to feel like they are a part of something, and reinforcing that community feel by bringing people together can be a great way to build customer loyalty. Community & Identity is recognised as a major lifestyle trend.
2. Consider a subscription model. This has been key to Tribe’s success and helped it establish its loyal following
3. Stand for something. Many of us want to make a difference and support good causes. Brands can help and Tribe has capitalised on this with its Tribe Foundation.
(Bord Bia, 2018) Healthy Snacking UK and Ireland