Fishermans Friend in IrelandGareth Watkins

Robert Roberts Ltd

Our History together

• Manufacturers, Brand owners & distributors based in Dublin, Ireland

• Distributing for Fishermans friend since 1987

• Wide range of goods from wine to coffee to confectionery into all retail channels.

• Sister company to Robert Roberts, also based in Dublin

• Brand owners & distributors with a focus on health foods & pharmaceutical products

• They distribute Fishermans Friend into the pharmacy sector

Competitive Set

On Trade Activity

• Years of growth built on improving distribution

• Focus for 2013 on location in store – Quality & Quantity!

• Parasite unit placed – 400+ units, approx. 29% of convenience

Advertising

140 sites 96 sites 254 sites

Outdoor Advertising

• Advertising run for the month of January

• Focus this year on commuter transport

• Print ads on city buses, urban rail & intercity rail

Consumer Activity• Previously sampling in goody bags – linked to running events (Mini

Marathons, Charity runs etc.)

• Too Female orientated. For 2014 : National Ploughing Championships

Better timing – September Better demographic – Even spread, male skew Better exposure – 200,000+ Irish adults

Where to next?

• Launch of Honey & Lemon in September 2014 highly anticipated

• Volumes may allow us to increase support in next 12 months

• If possible, a focus on increasing awareness probable

• Decision whether to ‘chase’ a younger audience or remain conservative

• Fishermans Friend link with Outdoor Adventure sports & Strong Man Run in Europe a good link, hugely on trend in Ireland now

Thank you for listening

Any Questions?