Tate & Lyle | Company Profile, Marketing Contacts, Media Spend, Brands
T&L provides various ingredients, mostly corn-based and sweeteners, for the foodservice industry in multiple countries.
|Main Telephone||020 7257 2100|
Tate & Lyle ContactsContacts (5/11)
|Javed A.||Chief Executive Officer||London|
Sample of Associated Brands
|Nick H.||Chief Financial Officer||London|
|Joachim Z.||Senior Vice President, New Business Development||London|
|Mark T.||Vice President, Corporate Development||London|
|Sonal D.||Vice President, Global Strategy||London|
|Tate & Lyle||*|
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Higher Score: Tate & Lyle sucralose market a loss, focus on healthy-conscious consumer a must
Subject: Digital, Strategy, B2B, TV, In-Store, Partnerships, Growth, Acquisitions, Struggle.
Company: Tate & Lyle operates through two global divisions, Speciality Food Ingredients and Bulk Ingredients.
Opportunity: Previously scored at third profit warning back in February.
Tate & Lyle reported an 82% drop in annual profits for their financial year ending in March and they expect further challenges in the year ahead.
The global group hopes to face extreme competition by implementing a new global strategy for process improvements and future growth.
This may be a good time to reach out with ideas to face such competition through branding and marketing activity.
They’ll be looking to ramp up new product launches globally to better appeal to the healthy-conscious consumer trend, so maybe you can help them out with this. They’ll need new branding and creative and even sponsorships may help. The restructure will take some time, so they’ll likely be ready to look to new agencies by February of 2016.
Splenda Spoil: The company stated earlier this year that the sucralose market “remained, and looks set to continue to be, extremely competitive,” therefore, the company is looking to compete only “for volumes where [the company] see value.” (research here)
In the last quarter of the financial year, European bulk corn sweetener volumes increased by 3%, while sales declined by 11% to £120 million due to lower EU sugar prices and the pass through of lower corn prices. Meanwhile, the Splenda sucralose business fell 73% to £16 million, seeing pre-tax profits fall 30% to £224 million.
Business Shift: The company announced in April, plans to sell its 50% stake in bulk ingredients plants in Eastern Europe and Turkey to its joint venture partner Archer Daniels Midland.
Following the £170m sale, the company will take full ownership of a plant in Slovakia which is more focused on specialty ingredients, leading to generating 55% of profits from specialty, up from 50%. The company's sucralose biz was expected to reach even by the end of this financial year (March 2016).
Product/Marketing Strategy: CEO Javed Ahmed told shareholders late last week that the company has “built new expertise in areas such as sensory, culinary and marketing, to gain insights into key consumer trends and identify potential growth drivers,” in order to better appeal to customers.
Key trends that Tate & Lyle have recognised include an “increasing demand for convenience food, natural ingredients and for healthier food.”
These consumer trends are said to be “ driven by well-known factors such as modern day 24/7 lifestyle, the greater sensitivity around food processing and prominence the rise of obesity and diabetes globally.”
Mr Ahmed says the company will develop new product development priorities to address these trends to “help to reduce calories, sugar, fat, out fiber and provide a cleaner label.”
This will see more global product launches containing fibers, an area that grew 33% between 2011-14, and global products with a label friendly claim, an area the company is “increasingly focused on.”
Volume growth from new products was 98% during the financial year with a sales value of £43 million, representing 5% of specialty food ingredient sales. Tate& Lyle has a goal to increase this in the next 24 months to 10%.
Agency Roster: The company works with appointed in 2013)
Tate & Lyle PLC
Tate & Lyle Sugar, Thames Refinery, Factory Road, London, E16 2EW, England, 020 7476 4455
Mr Andrew Jones**
Sales & Marketing Director
Mr Javed Ahmed
Chief Executive Officer
Mr Tim Lodge
D: 020 7626 6525
Global Marketing Director, Regions
Marketing Project Manager EMEA
Marketing Manager EMEA
West One, Wellington Street, Leeds, West Yorkshire, LS1 1BA, England, 0113 224 0949
Ms Annette Armitage
Ms Christina Brough
Head, Online Partnerships
**E-mails match company format but were not verified at time of publishing