Bart Spices

INNOVATION
How we address “authenticity”

Matthew Shaw

1
 Running Order
Bart Spices Company Introduction

Customer Insight

Positioning

Direction of Travel

The Future

Summary
3
 Bart Spices Company Information

Bart Spices is an independent sustainable 
company that helps people enjoy good food 

Key Points of Interest

Challenger Brand

Category Knowledge

Supply Chain Knowledge

Focus on Retail and Foodservice

 Bart Spices Company Information

• 1963 Company founded by Reg and Jo Bartlam

• 1976 Commenced trading with Waitrose, under the Bart Spices brand
• 1979 M dt
Moved to new factory in the Temple Meads district of Bristol
f t i th T l M d di t i t f B i t l
• 1983 Commenced trading with J Sainsbury under the Bart Spices brand
• 1986 Launched freeze dried Herbs range
• 1990 Launched the J Sainsbury private label herbs and spices product range
• 1992 Bart Spices acquired by WT Foods PLC
• 1992 Launched Bart Spice Pastes range
• 1993 Launched Bart Coconut range
• 1996 Commenced trading with Safeway Bart brand and private label
• 1998 The four jar tray is introduced, enhancing merchandising of the product 
• 1998 Launched organic range
• 1999 Gained “Investors in People” accolade
• 2002 Launched Ceramic Mill range g
• 2002 WT Foods went from public ownership to private ownership 
• 2003 Management Buyout Bart Spices from WT Foods
• 2005 Bart launches UKs First range of Fairtrade Spices
• 2007 Bart secures partnership with Blue Elephant
Bart secures partnership with Blue Elephant
• 2009 Bart range of Spices listed in over 250 Sainsburys Local Stores
7
 Brands Owned by Bart Spices

High Quality Herbs, Spices and
Bart Delicatessen is a vibrant and exciting range of  Hanbury products are unique and are made 
Ingredients, at Bart Spices we are 
Organic Ingredients that will help you create  exclusively from the finest ingredients. 
dedicated to helping people enjoy
wonderful food from many world cuisines. 
good food, we do this by providing
The range includes Flavoured Salts, Flavoured 
great ingredients and inspiring
We have journeyed to many lands and traveled many 
We have journeyed to many lands and traveled many Sugars Vinaigrettes and Rubs Bart Spices
Sugars, Vinaigrettes and Rubs. Bart Spices 
recipes on our website and on jars
miles to find and select the best.  bought Hanbury in 2006.

Brands Managed by Bart Spices

Brands Managed by Bart Spices

Established in 1926, the Veeraswamy  The Home of Latin Cooking!  Bart are proud to be importing and 

Restaurant quickly grew an enviable  The Las Iguanas restaurant chain distributing the Blue Elephant range
reputation for serving high quality,  has over  20 restaurants throughout of authentic Royal Thai ingredients.
authentic Indian cuisine.  the UK.
The world famous restaurant group
Bart have jointly developed a 
Bart have jointly developed a Bart have jointly developed two
h l d l d with restaurants in London Paris
with restaurants in London, Paris, 
range of  pickles and chutneys to add fantastic Chilli Sauces and other Moscow and Bangkok selected
to the much loved curry pastes. products are soon to be launched. Bart as its UK partner.
 Customer Insight
Customers – who?

Our CUSTOMERS are retailers, they need:‐

Sales, Profit, Points of difference, Volume, Margin

Focus on “Trade Marketing”

4 Ps Marketing Mix

Focus is on the retailers that OVER trade on cooking ingredients.

Varying needs of customers.

We market ourselves to Consumers by providing what they need.

Recipes on Jars
Over 650 Recipes on our Website
Inspiration
Product Information
 UK Seasonings Market

UK Seasonings Market Observations and Trends

The market for herbs, spices

p and seasonings
g
c. £200 million in 2008 ‐ source Mintel.

Salt sales continue to decline.

Higher sales of blends for particular ethnic cuisine have been growing.
growing

Higher growth rates as people cook at home more

UK retail sales of herbs, spices 
& seasonings £m
Drivers of ggrowth

Healthy Eating

Celebrity chefs

Entertaining at home

Resurgence in home cooking Source: Mintel

12
 UK Ethnic Food Market

Total UK ethnic foods market grew by 3.5% in 2006 to £1.38bn at retail

The ethnic foods sector is split into six subsectors.

Indian
Chinese
Mexican (Latin)
Thai
Caribbean and other types of ethnic foods

Growth Drivers
New product development (NPD) continues to be the key main driver
Consumers want more authenticity
Consumer demand for more premium‐range products

Some consolidation
In 2005, for example, Noon Products Ltd, a leading supplier of Asian food, was
acquired by Kerry Group
May 2007, Associated British Foods PLC acquired the Indian cuisine manufacturer
Patak's from the founding Pathak family.
RHM PLC, which owns the Sharwood brand, was acquired by Premier Foods PLC..

Forecast
Further growth between 2008 and 2011
Further increases in the number of people from overseas settling in the UK

Source: Key Note 
Market Research
14
 How did Bart Spices respond?

INDIAN

BART BRAND
Increased Presence in key Indian Ingredients
Kalonji Black Onion Seeds
Fenugreek Seeds
Kashmiri Chillies

RE‐LAUNCHED VEERASWAMY
Gap in Market for premium authentic Indian Range
VEERASWAMY ‐ Restaurant heritage
HAND MADE IN KOLKATA

HOW ARE WE DOING?

Bart Indian spices increasing in sales
Veeraswamy chutneys, pastes and pickles secure 
national distribution in Waitrose and Independents
16
 How did Bart Spices respond?

THAI

BART BRAND
Increased Sales of key Thai Ingredient
Focus on FREEZE DRIED Thai Herbs
Launched Palm Sugar
Extended Pack Sizes

PARTNERHSIP WITH BLUE ELEPHANT

Gap in Market for premium authentic Thai Range
BLUE ELEPHANT ‐ Restaurant heritage
ROYAL THAI CUISINE

HOW ARE WE DOING?

Bart Thai spices increasing in sales
Blue Elephant range a major success in Waitrose and
nationally through independents
18
 How did Bart Spices respond?

LATIN

BART BRAND
Extended Bart Delicatessen into Peruvian “Aji’s”
Launched Bart Delicatessen Recipe Book featuring
South American cuisines

PARTNERSHIP WITH LAS IGUANAS

Eat Latin Drink Latin
Fun Lifestyle brand

HOW ARE WE DOING?

Bart Delicatessen is the key authentic Spice Range
Las Iguanas gaining in distribution and sales
Las Iguanas gaining in distribution and sales
20
 Key Learnings

Out of Home brands – COMING HOME

Consumer trends
Flavours, occasions..

Channels
where are they going to buy

Cost of sale‐ route to market

The future (Amazon, Ocado?)

Diversity in cuisines will continue

Discussion / Questions?