UK market crackedThis article was originally published in Foodnews
WONDERFUL Pistachios has reported a 25% year-on-year increase in sales value in the UK, following a GBP1.0 million TV advertising campaign between November and December last year. The campaign, titled “Get Crackin’” was credited with boosting sales at the end of the year by 65% (based on the last four weeks of 2011, year-on-year), reinforcing the brand’s position as the largest in the UK. “We are building consumer brands in sections of the supermarket where you rarely find them – in the fresh fruit and vegetable aisles,” said Dominic Engels, managing director EMEA at Wonderful Brands, the parent company of Wonderful pistachios. UK sales manager for Wonderful Pistachios, Michael Franklin, said that the company was pleased to have increased its distribution. The products are already listed in Tesco and Sainsbury’s, and high-end supermarket chain, Waitrose will begin stocking them from February.