the nudie story · 2019-06-10 · Monde Nissin Australia, is the brilliant coming together of three...

the nudie story amanda mattssonhead of procurement

1 May 2018

Monde Niss in Aust ra l ia , i s the br i l l i ant coming together of three fami ly bus inesses that jo ined the g loba l M onde Niss in fami ly in 2014 .

O r i g i n a l l y f o u n d e d i n t h e P h i l i p p i n e s , M o n d e N i s s i n C o r p o r a t i o n h a s

b e e n i n t h e f o o d b u s i n e s s f o r over 35 years . T o d a t e , w e s e l l

b r a n d s i n o ve r 4 5 c o u n t r i e s w i t h U S $ 1 . 5 b i l l i o n i n s a l e s . A n d h a v e o v e r 3 0 0 0 t a l e n t e d p e o p l e w o r k i n g a c r o s s t h e g l o b e .

W e a s p i r e t o h a v e a p o s i t i ve i m p a c t o n o u r p e o p l e , o u r c o m p a n y a n d o u r s o c i e t y . T o d o i t , w e ’ r e c h a l l e n g i n g t i r e d

c a t e g o r i e s b y c r e a t i n g a n e w b r e e d o f c o m p a n y t h a t a c t i v e l y h e r o e s Au s t r a l i a ’s r e l e n t l e s s p a s s i o n a n d p u r s u i t t o a l w a ys b e b e t t e r .

M o n d e N i s s i n Au s t r a l i a i s t h e b e s t o f t h r e e f a m i l i e s :

• M e n o r a , a f a r r e a c h i n g f a c e - t o - f a c e s a l e s a n d i n d e p e n d e n t d i s t r i b u t i o n b u s i n e s s w i t h i c o n i c b r a n d s ( o u r o w n a n d a g e n c y ) a c r o s s f r e s h , c h i l l e d , f r o z e n , g r o c e r y a n d h o u s e h o l d .

• n u d i e , a s p i r i t e d a n d d yn a m i c j u i c e a n d yo g h u r t b u s i n e s s w i t h t h e p o w e r t o d o g o o d t h r o u g h t r a n s p a r e n t n a r r a t i v e s a n d e x p e r i e n c e s .

• B l a c k S w a n , Au s t r a l i a ’s m o s t d e l i c i o u s d i p c o m p a n y , w h o s e r o o t s a r e p l a n t e d i n t h e v i b r a n t m a r k e t s o f S o u t h M e l b o u r n e .

But first, a little about Monde Nissin Australia

3

the brands

in our

family

# 1 R i c e c r a c k e r b r a n d i n t h e

m a r k e t w i t h o v e r 4 5 % m a r k e t

s h a r e

#1 c h i l l e d j u i c e b r a n d

i n A u s t r a l i a . L e a d i n g

c o c o n u t y o g h u r t b r a n d

w i t h h i g h e s t a w a r e n e s s i n

b o t h c a t e g o r i e s

W a t t l e V a l l e y

A n A u s t r a l i a n f a m i l y f a v o u r i t e w h i c h

b r i n g s f a i l s a f e s o l u t i o n s t o m e a l s &

e n t e r t a i n i n g

#1 i n m e a t

s u b s t i t u t e c a t e g o r y

L e a d i n g i n n o v a t i o n

a c r o s s s o c i a l &

h e a l t h p l a t f o r m s

t h r o u g h s u s t a i n a b l e

f o o d f o r v e g a n &

v e g e t a r i a n & m e a t

r e d u c e r s

+ n u m e r o u s i c o n i c Au s t r a l i a n B r a n d s e n t r u s t e d

t o u s

#1 d i p b r a n d i n

A u s t r a l i a

F r o m h u m b l e

m a r k e t b e g i n n i n g s

B l a c k S w a n , i s t h e

l e a d i n g

e n t e r t a i n m e n t

b r a n d

4

To provide goodness and

wellbeing to consumers

globally, and to be one of the

largest and most respected

FMCG companies in Australia

And w e w i l l achieve those by:

1 . Deve lop and dr ive our por t fo l io that w i l l improve

w el l -be ings and the qua l i ty of l i fe of our

consumers in Aust ra l ia and beyond

2. Put t ing people at the hear t o f our bus iness

3 . Wor ld Class Brand Deve lopment and Brand

Bui ld ing

4 . Operat iona l exce l lence and r ight processes

5 . Col laborat ive and w in-w in approach w i th our

customers and suppl ie rs

and we

have a

plan

we began in 2003 when we couldn’t find any

juices free from concentrates, preservatives,

colours or artificial flavours….

so we decided to create good ourselves

7

a little

about

nudie

in our f i rst week, we used 256 pieces of

f rui t & today, we use approximately 4

mi l l ion pieces of f rui t per week!

nud ie was c rea ted ou t o f a des i re fo r a c lean

and hones t j u i ce , as we cou ldn ’ t f i nd one on the

marke t t ha t was t ru l y f ree f rom nas t ies .

We wanted to p romise Aus t ra l i ans tha t we

wou ld on ly ever g i ve them REAL ju i ce , f ree

f rom added sugar, concen t ra tes , p reserva t i ves

– ac tua l l y f ree f rom anyth ing tha t l i t e ra l l y

wasn ’ t a f ru i t o r vege tab le !

And th i s was the c rea t ion o f t he nud ie ‘No th ing

But ’ p romise .

• We love suppor t ing Auss ie fa rmers… tha t ’s

why more than 94% of our f ru i t comes f rom

Aust ra l ia (w oo-hoo) !

• We are the #1 ch i l l ed ju i ce b rand in g rocery

Our miss ion is to create good… w i th

w hatever w e make, w herever w e go!

8

things we

are proud

of

# hashtags are just tiny waffles

• 1 9 1 k f o l l o w e r s

• 8 - 1 0 % e n g a g e m e n t l e v e l s

( a b o v e i n d u s t r y )

• E n g a g e m e n t c o m i n g f r o m

u s e r s o n t a r g e t ( 1 6 – 3 4 y r s )

• 2 9 . 9 K f o l l o w e r s

• # n u d i e j u i c e r e c e i v e s c l o s e t o

2 0 m e n t i o n s a d a y

Sydney

Skinny

T h e w o r l d s

l a r g e s t n u d e

s w i m . . w h i c h

i s n ' t a b o u t

n u d i t y

T e a m C a p t a i n :

L a y n e

B e a c h l e y

S u p p o r t i n g a n d s h o w c a s i n g t h e

t a l e n t s o f a d a p t i v e a t h l e t e s a s

t h e y p u s h f o r a p o s i t i o n o n t h e

A u s t r a l i a n A d a p t i v e S u r f T e a m

t h a t w i l l c o m p e t e a t t h e

I n t e r n a t i o n a l S u r f i n g

A s s o c i a t i o n ( I S A )

nudie Australian

Board Riders Battle

T h e n u d i e A u s t r a l i a n

B o a r d r i d e r s B a t t l e i s

A u s t r a l i a ' s b i g g e s t

g r a s s r o o t s

b o a r d r i d e r s e v e n t a n d

i n v o l v e s m o r e t h a n 6 0

o f A u s t r a l i a ' s b e s t

b o a r d r i d e r c l u b s !

B r o a d c a s t o n F o x

S p o r t s a n d C h 9

#bethegood

#seethegood

#livethegood

we wont ‘create good’ unless we can:

disruptreassessbetter offer

10

nudie

newbies

REMAINING TRUE TO OUR

MANTRA OF:

▪ NOTHING BUT, AND

▪ NO NASTIES

WE HAVE TAKEN THE

BRAND INTO NEW SPACES

➢ NEW CUSTOMERS

➢ NEW CATEGORIES

11

…but

(orange)

juice will

always be

at our

core

▪ WE MUST COLLABORATE

CLOSELY WITH THE

INDUSTRY THROUGH THE

ENTIRE VALUE CHAIN TO

ENSURE LONG TERM

SUSTAINABILITY

▪ OUR BRAND VALUE

PROPOSITION COMES WITH

MANY SUPPLY CHAIN

CHALLENGES BUT WE

REMAIN AS COMMITTED AS

EVER TO DELIVER

✓ NOT FROM CONCENTRATE

✓ NO PRESERVATIVES

✓ NO NASTIES

12

future

category

evolution

Demand Supply

▪ RAPIDLY CHANGING

SUPPLY AND DEMAND

FUNDAMENTALS LEADS

TO INCREASED PRICE

VOLATILITY

▪ WE ARE ENTERING AN

UNKNOWN TERRITORY

▪ HOW MUCH WILL A

CUSTOMER PAY FOR

PREMIUM JUICE?

▪ HOW CAN WE DO THINGS

DIFFERENTLY?

➢ Educating and challenging “the

trade”

➢ How we price oranges

➢ Value chain analysis

= STRATEGY

amanda mattsson

head of procurement

amandamattsson@mondenissin.com.au

QUESTIONS?