Explore the opportunity to add a little more revenue to every drink you sell

Coffee shop Christmas with pumpsIndustry research suggests that an average coffee-shop customer is worth about £3.20. A quick way to increase that is flavoured syrups. A 1 litre bottle of syrup should generate about £30 in additional revenue.
How? Offer a range of flavoured shots to existing drinks. Vanilla, Caramel, Gingerbread etc.in coffee or even Hazelnut, Cherry, Mint in chocolate-drinks too. Seasonal flavours like Cinnamon encourage new consumers with their seasonal aroma in a coffee shop.
Seasonal favourites: Christmas This year try Christmas-Cake, Eggnog, Crème Brûlée, Cinnamon, Cherry in coffee or in chocolate to make a Black Forest Gateaux flavoured drink

To help you exploit these flavours we have a special Starter-Kit offer. Any 4 x 1 litre flavours with a set of dosing pumps for £35 http://www.malmesburysyrups.co.uk/trade.asp

The starter kit includes 4 dosing pumps that dispense 10ml / shot and thread into the neck of our plastic (PET) bottles that look like glass but don’t smash like it.

Many more flavours so if you don’t see a flavour- just ask. For information, ideas and recipes: http://www.malmesburysyrups.co.uk https://www.facebook.com/coffeesyrups to join the debate

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Restaurants, Hotels, Bars- is mulled wine too much trouble?

1 Litre PET bottle, available with a dosing pump

1 Litre PET bottle, available with a dosing pump

Mulled Wine, Mulled Cider, Mulled Apple Juice – Solved
At last a simple solution to making a mulled wine/cider/apple juice etc.
A bottle of Syrup containing all the sugar, flavours and spices mixed in the exact proportions that means when mixed into wine, cider etc. you have an instant mulled drink.
Ideal for making one glass in the microwave, to mixing vast quantities for large parties.
Mixing about 10% of mulling syrup into the wine or cider of your choice gets an instant result and reduces wastage- you can just make as little as you need or even a glass at a time.
These are simple to make; apple juice warmed up (use a soup tureen or similar or even a micro-wave) with Mulling Syrup (it has all the spices, flavours and sugar) at about 10% inclusion, stir and serve.
Pubs and hotels use it to make mulled wine or cider as it provides a finished product ready to serve in seconds.
Still not sure? Why not check this short video on YouTube and see just how simple it is:


To enquire further or order click here Mulling Syrups

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Calories – food additives and the laws of unintended consequences

How old are you? Rhetorical question but I am assuming you don’t need me to tell you that running with a pint glass in your mouth whilst holding scissors in the other hand isn’t the safest thing you can do? So why oh why do we think that the great British public (they being the people who drag money out of their pockets to fund the economy) should be lectured about what they should or should not eat drink etc.?

Calories; before anyone gets vexed again about how many calories there might be in a large flavoured latte; can I just draw your attention to the following.  Alcohol is the largest source of calories in most people’s diets. Calories are not bad, the type or source of them might be.  So, a large milky drink is a better source of calories than a glass of wine.  Our brains require sugar to function, there is absolutely no point in drinking a sugar-free cola, it has no nutritional value whatsoever.  Cheese will have fat in it. But is a much better source of fat than that ‘one molecule short of plastic’ margarine you might be mistakenly thinking was helping you live longer. My point? Simplistic messages are misleading and may well have provoked the laws of unintended consequences i.e. consumers may make poor choices as a result.

Free from? Another potentially simplistic message that could have unintended consequences.

E numbers are bad? No, not always.  Additives are to be avoided. No, not necessarily. Example; E300, is ascorbic acid, that is Vitamin C to you and me, it is an antioxidant, very good for you in theory. I picked a extreme example. But let’s say potassium sorbate; safe in low doses, and stops spoilage from spores (the potential sources of food poisoning . My point; do we want to risk food poisoning and waste or be fastidious about ‘no additives’?  What if the additive actually protects food safety? What if the risk of the spoilage organisms is much greater than any risk from a safe and approved additive?

We need to avoid simplistic messages and inform our customers about the What and Why of our foods.

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From the HootSuite Blog: 5 Ways Women Dr

From the HootSuite Blog: 5 Ways Women Drive Social Media – http://ow.ly/v1RA0

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Summer at last, so time to think about Christmas then?

Mulling Syrup 1 Litre 2365x2365 (rejected)Hard to imagine that winter is just round the corner! Yes I know it is June but in two weeks the nights start to draw in, the summer holidays start and as we know, ask any child and the holidays go too quick. Then it will be September which is almost autumn which these days means October / November isn’t far away, and we get snow early if the last two years are anything to go by; that means Christmas isn’t far away!

Christmas, glad you mentioned it. Have you decided on what folk will be ordering?
This Christmas is going to be all about spiced drinks. There isn’t a drink you can’t spice up to make more seasonal. Seriously, name any drink and I bet we can make it “seasonal” with one of our flavours.
Wine and cider are easy with our Mulling Syrup. Quick shot and its sorted. All the sugar and natural spices in the ideal proportions. If you are a pub etc. then it is ideal for an easy solution to the festive season. (the other solution is to fiddle about with sugar and spices for hours or give people the “vegetarian option” ) see how easy it is here http://www.youtube.com/watch?v=tCyAD3bvB60

Convinced? Good, click here and order now, after all it is nearly Christmas!
http://www.malmesburysyrups.co.uk/permanant-christmas-coffee-syrups.asp

Mind you, if it is to warm for you then you can always spice up a fruit smoothie, good way of making something different. And if you want a Milk shake to taste like Christmas, even in the summer, add a shot of our natural Cinnamon flavoured syrup. A Christmas milk shake in the summer. Who would of thought?

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Intellectual Property (IP) -Why it’s not very clever to ignore it!

a design, synonymous with your product

Don’t think you have any intellectual property? It’s the sort of thing that other people create, right? Then let me challenge you.

Do you make a product? Do you have a shop or offer a service? Do you advise other people how to do any of the above? Do you create materials or programme software to deliver processes? Likelihood is you are actually creating IP every week and don’t realise it.

Let’s use an example. Think of a small, independent coffee shop.
What is it called? (Its brand?)
What does it do to distinguish itself from other shops? The design, menus, layout and the way it services its customers – all these could be copyrighted! Not really very easy to protect, but still recognisable as adding value. If you came to sell the business that would be the knowhow people would want to buy. If you walk into one of the large, branded coffee-chains outlets, without consciously knowing it, I suspect between the colour scheme, uniform, product names, chairs and tables, the font on the menus, even the layout and use of space will distinguish which brand you are experiencing. That brand will be aiming to attract the consumers it wants and would expect a degree of protection if someone was to come along and ape all those brand cues.
Then there are the Signature drinks – the special recipes and processes that make a drink for that shop particular to it (signature). What if it’s a good drink that people want to have the recipe for and copy? It might have a great name. Consumers might want to buy it and take it home? They might want to be able to buy it and consume at home? Could you have created a new Innocent, Coke, Pepsi, etc?
Frappuccino, the Starbucks take on a Frappé is its branded take on a drink it wants to make synonymous with its shops. So it’s registered and protected. If you tried to make a Frappuccino you might find the weight of Starbucks upon you. The point is, Starbucks has recognised it has created some IP and decided sto protect it. Is it the law or the branding that does that best?
Trademarks, tend to be for protecting your company name or the high-level drinks and products. Copyright, that fact that you declare you’re writing words, processes etc. that you recognise as being yours and that copying them would infringe your copyright- that means you might need a solicitor to help explain to someone how they infringed your property, which they might not want to happen, especially if it’s done in a courtroom!
So, IP, the thinking you did, converted into a protectable revenue stream for the future.

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Provenance ain’t where it’s at?

As a food and drink marketing person I have advocated the importance of ‘who made it, where it’s made, why it’s made that way.  Why?  Because we have all been told that it is an important issue for consumers and a great way to differentiate your product from others.  Well, at the risk of committing heresy, I am going to argue the opposite.

Why?           

Consumers care about provenance when the product is fresh, short-shelf life and / or high-risk (eg chicken, milk and dairy, meats, fish and fruit etc.)  Why?  Because these products have to be fresh, well-made and high quality to be safe and palatable.  Overtime these are the same products that have become synonymous with supermarket own-label brands because the supermarkets found they could attract customers by being the custodians of food-safety standards and arbiters of quality.  So, the provenance of the foods became something the supermarkets looked after, so you didn’t have to worry.

But supermarkets are not all own-label.  They even promote where the meat, fish, dairy comes from.  True, when it suits the supermarket they make their own label more easily understood and distinctive by highlighting the provenance of the source, why they chose it, demonstrating  that they choose products for you so that you continue to trust them, the supermarkets, to ensure quality, safety.

 Image

Good, Better, Best.

Supermarkets are so good at ensuring quality they can even create premiums within each category.  They exercise such control on a category that they will decide what is the ‘leading-brand’ and then match or claim to better it through using premium versions of their own-label.  Nothing wrong with that, except as food-marketers we have allowed the supermarkets not only to become judge,  jury, and executioner of what is and is not quality, but even what should be regarded as premium.

 

But shouldn’t the consumer be the person who decides what is best?

Well, only if they are offered the choice and it is presented in a way they understand.  Supermarkets decide not only what goes on their shelves but also what gets position and prominence.  So you, the producer, may have a fantastic brand but it may actually be out of reach for most people, especially if the supermarket decides to put it on a high shelf that is an awkward reach.

 

Will supermarket own-label pass the test of a real brand?

What would that test be?  Let’s imagine you have to buy two bottles of wine. One for consuming in the privacy of your own home.  And one that you want to take to some friends as a gift?  (And let’s imagine that, like me, you don’t know the difference between claret and Bordeaux.)

You go to a supermarket and you buy a perfectly acceptable own-label bottle of red, as well as a very nicely branded and labelled bottle with a premium-looking label.  Now, which one do you think your friends would like you to give them?

Does where the bottle came from, the grape, the vineyard, the age, the type of glass, the yeast, the vineyard owner’s style and experience, the weather that year, the whatever ‘guff’ they wrote in the Sunday Times about how to consume this wine with which food blah, blah, bloody blah?  No! The reason the bottle was chosen as a present was because it ‘looked the part’.  It said premium.  It said luxury.  It said, ‘I love you’.  It said ‘I care’.

It definitely had better not say; I trust a 23-year-old supermarket buyer with a degree in ‘patronising suppliers’ who is more likely to pick a spot than a great wine!  It ought not to say, I can’t choose so got a supermarket to do it for me and after all, it is ‘Taste the Extra Finest not chosen by You’.  So, what’s your problem?  I was in a hurry!

Might your friends be less impressed with the own-label and perhaps suggest you shove it somewhere until it reaches a drinkable temperature?

So can supermarkets do brands?  

They certainly cannot do luxury brands and that is where proper brands win.  More importantly, it reminds everyone that it is about brands and not about provenance.  If it were about provenance then why are we all buying supermarkets labels?  Because they have provenance sorted.  Then perhaps it could be about the intangibles like luxury, premium and preference.  You know preference?  It’s why you buy something and you don’t have to justify it, other than with ‘because I want it’.  Perhaps the marketer’s job is to do that more often; remind people to want something.  Where the brands score over the own-label is in their ability to talk directly to the consumer, outside the supermarket and without the supermarket drowning you out about its latest BOGOF.

So provenance maybe isn’t the issue for consumers as much as we thought.  But perhaps in future, branded foods and drinks can be a bit more about who they are for, when they are for and why we want to want them.  Not because they were on a special offer in Aisle 6 ‘special offers’ bin!

© Taylerson Ltd

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