Magazine article Marketing

Van Den Bergh to Target Rocket at Rail Travellers

Magazine article Marketing

Van Den Bergh to Target Rocket at Rail Travellers

Article excerpt

Unilever's Van den Bergh Foods is hoping to target commuters at busy railway stations as part of plans to roll out Rocket, its home meal replacement brand.

The company is in talks with Railtrack about establishing Rocket-branded outlets at major stations. This could allow commuters to order food online and pick up fresh ingredients at the station. The development would bring Unilever into competition with takeaway outlets.

Rocket sells meal kits for one or two people, using fresh measured ingredients.

The service launched in November, with a trial kiosk in the reception lobby at UBS Warburg's Liverpool Street office in London, and is still operating.

Only UBS Warburg staff have access to the service, which takes orders via an intranet site. Meals reserved before 3pm can be collected between 4pm and 10pm.

Helen Carr, specialist portfolio manager at Railtrack, confirmed that Van den Bergh had reached an agreement to open an outlet at Waterloo station by early summer and other stations are likely to follow. …

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