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Still Vulnerable: Adelie Food taps Mercieca PR, preps to take a bite out of 2017
Subject: FMCG, Grocery, Digital, In-store, Print, Outdoor, OOH
Company: Adelie Food Holdings is the UK's leading 'Food to Go' business supplying retail and food service sectors with a portfolio of consumer insight led chilled food products. The company specialises in all food eaten out of home, purchased for immediate consumption, such as sandwiches, paninis, salads and fruits.
Opportunity: Appointed vulnerable account promoted John Want to marketing director and DV predicted subsequent agency hires. PR is only the beginning.
Adelie's Milton Keynes industrial unit recently changed hands to OLIM Property, in a £4m off-market deal this July. Production efficiency could increase, but the deal was specifically made until 2028, because assets with long-dated income with fixed increases remain highly appealing investments. It's simply a sign of the company's industry confidence.
This unit stability, along with recent leadership changes, can now give Adelie strength to push marketing. Online and ATL sellers should reach out now and anticipate H1 moves this 2017. The company has recently joined forces with Toast Ale to fight surplus bread waste. With close to almost half of the UK's bread being thrown away, the partnership will see Adelie use a slice of bread for every bottle of beer brewed. We could see additional corporate partnerships as this company continues to expand. Media and digital agencies should be on alert ahead of summer picnic season and even earlier when work/school takes over and consumers are desperate for food to go.
Expansion: Late last year, the foods supplier acquired Irish food-to-go company The Bite Group. This could be a sign of future expansion moves to come, in order for Adelie to strengthen its existing manufacturing and distribution operation.
Competitors: Fellow prepared and convenience-based foods include Rustlers.
Target Audience: Adelie Foods works with a variety of businesses including major retailers, coffee shops, contract caterers and even travel outlets. Appeal to out-and-about consumers, mums and families.
Adelie Food Holdings
The Square Southall Lane
Southall, UB2 5NH
Mr Martin Johnson
Chief Executive Officer
Mr John Hyman
Group Commercial Director
Mr John Want
Ms Simran Sablok
Global Head, Marketing