Magazine article Marketing

Enjoy! Cuts Range as Relaunch Flops

Magazine article Marketing

Enjoy! Cuts Range as Relaunch Flops

Article excerpt

Unilever Bestfoods has slashed its much-hyped enjoy! range of frozen meals by two-thirds, after a relaunch failed to ignite sales.

The decision to whittle down the 12 original products to just four will come as an embarrassment for Unilever, which feted the range as its biggest-ever launch. The company anticipated that enjoy! would become a pounds 100m brand within two years, and snatch share from takeaway meals.

Birds Eye Wall's business director Chris Pomfret, who was behind the launch in January 2001, pledged pounds 20m to the launch campaign. But according to Nielsen Media Research, Birds Eye Wall's spent only pounds 3.8m advertising the brand above-the-line between January 2001 and June 2002, and the brand has not appeared on TV since April 2001.

In contrast, rival Findus claims its Feeling Great! brand has been a success, with first year sales exceeding pounds 10m.

The initial enjoy! range comprised five complete ready meals, three pasta sauces, and four meal accompaniments, priced from pounds 1. …

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