Magazine article Marketing

RHM Aims Organic Food Range at Mass Market

Magazine article Marketing

RHM Aims Organic Food Range at Mass Market

Article excerpt

Rank Hovis McDougall is to bring organic foods to the mass market with the launch of a new enterprise called The Enjoy Organic Company.

It will be run independently of the main RHM operation, which includes Bisto, Robertson's and Sharwood's among its brands.

The Enjoy Organic Company will be launched on June 5, headed by Harriet Rhys Williams, the former marketing director of RHM's Centura Foods arm.

She said:"We want to be the first to bring organic food to the mass market. This business is dominated by marketing based on the worthiness of organic foods -- we are going to market our foods on taste and enjoyment."

Enjoy Organics will launch with a range of 29 products -- all processed foods such as cereals, sauces and prepared meals, which it believes will make its range more accessible. Prices will be as much as 20% higher than non-organic competitors.

Rhys Williams said: "It is a nationwide launch with a focus on getting communities involved in the brand, We will be travelling to events and retailer car parks around the country, where people will get to taste the food and then create their own poster ads. …

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