Silver spoon · Question 3 Thinking about things you can bake in the oven, such as whole cakes (e.g. victoria sponge, carrot cake or baked cheesecakes), individual cakes (e.g. cupcakes,

SILVER SPOON

AGENDA

1. Food trends

2. Pre campaign research

3. Product trial research

FOOD TRENDS

The rise of own label products

Recession based trend

Private- label food and drink 24%

worth £37.4 billion1

61,000 global own- label new product

launches in 20111

Premiunization for all Recession based trend ‘Luxury items are not now just for the wealthy’2

6 in 10 agree it is worth paying extra

for good quality goods3

Source: 1 Mintel Trends: Brand review 2Mintel Premiumization and Indulgence UK Sept 12 3 TGI NET Q4 2012- based on Immediate Media consumers measured in the silver spoon campaign 4 Mintel Trends: The real thing

The real thing Globalisation enhanced desire for ‘the real thing’4

- travel - migration

66% of consumers prioritize ‘authentic’

or traditional flavours4

PRE CAMPAIGN RESEARCH Analysis

METHODOLOGY Pre campaign research

We conducted pre campaign research, using the Immediate Insiders panel to measure our :

Audiences shopping behaviour Baking habits Brand impression for the following brands:

- Allinsons Flour - Silver Spoon create - Silver Spoon sugar - Billingtons sugar - Nielsen Massey

The survey was sent out via email to regular readers and online users of the following brands:

Radio Times, Gardeners World Good Food olive Easy Cook delicious magazine Visitors bbcgoodfood.com

BAKING SHOPPING BEHAVIOUR Pre campaign analysis

BAKING PRODUCTS PURCHASED

Source: Silverspoon pre survey Immediate Insiders: 1100 respondents

Q. Which of these have you bought in the last 12 months?

6%

15%

24%

25%

28%

34%

35%

36%

41%

42%

43%

43%

63%

67%

71%

74%

84%

89%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

None of these

Ready to use icing- butter cream/frosting

Cake mixes/ baking kits/ decorating kits

Tubes of icing for decorating or writing

Edible cake decorations

Ready to roll/ ready rolled icing

Marzipan

Colourings

Other flavourings, pastes or extracts

Marshmallows

Chocolate chips

Products used to decorate or go in baking products

Chocolate for baking

Baking powder

Vanilla flavourings/extracts/paste/pods

Baking ingredients such as baking soda/bicarbonate of soda

Self-Raising Flour

Plain Flour

Over 7 in 10 are purchasing more specialist baking ingredients such as bicarbonate of soda and gelatine

FREQUENCY BAKE


Question 3 Thinking about things you can bake in the oven, such as whole cakes (e.g. victoria sponge, carrot cake or baked cheesecakes), individual cakes (e.g. cupcakes, fairy cakes, muffins or brownies), biscuits or cookies…. How often do you personally bake things such as these at home, either from scratch (when we refer to scratch we mean making it yourself using raw ingredients such as flour, eggs, sugar) or using a mix bought from a shop

27% 26%

14%

12%

9%

5% 3% 2% 2%

0%

5%

10%

15%

20%

25%

30%

About once aweek

About onceevery few

weeks

About once amonth

About onceevery fewmonths

Couple oftimes a week

About onceevery 6 months

About once ayear

I don’t bake at all

Less often

Over 7 in 10 are purchasing more specialist baking ingredients such as bicarbonate of soda and gelatine Nearly 3 in 10 of our audience are baking things such as Victoria sponges or cheesecakes about once a week

BAKING STATEMENTS


Question 4 How much do you agree with the following statements?

11%

20%

31%

50%

57%

61%

63%

66%

0% 10% 20% 30% 40% 50% 60% 70%

I only really bake when I have to

I’m often put off baking because I don’t have all the baking products/ ingredients needed in stock at home

I always tend to stick to the same one or two recipes as I know how to make them

I work hard to make time to bake, as I enjoy the process

I'm really passionate about baking

I wish I had more time to bake

I like experimenting with different ingredients when I bake

I would say I am a confident baker

Any agree

Confident and experimental bakers with 66% considering themselves as confident bakers

FLOUR & YEAST

MARKET Pre analysis

KEY FINDINGS - FLOUR Brand Awareness

Highest level of brand awareness was for Hompride

96% 92% 91% 87%

0%

20%

40%

60%

80%

100%

Homepride McDougalls Hovis Allinson Flour

Brand Impression

74% 74% 72% 71%

0%

20%

40%

60%

80%

100%

Hovis Homepride Allinsons McDougalls

Very good/good impression

Hovis and Homepride scored the highest for brand impression


Frequency of purchase

53% 46%

42% 43%

0%

20%

40%

60%

80%

100%

Homepride McDougalls Hovis Allinsons

Every 6 months or more fequently

Homepride is the most frequently purchased flour

55% 50% 46% 46%

0%

20%

40%

60%

80%

100%

Homepride McDougalls AllinsonFlour

Hovis

Will definitely/ probably buy

76%

63%

0%

20%

40%

60%

80%

100%

‘Allinsons is a high quality flour’ ‘Allinsons is milled in a traditional, hands on way’

Any agree

45% 40%

10%

17%

35%

17% 14%

32%

4% 13%

22%

41%

8%

39%

50%

4%

28%

41%

19%

11%

30%

4%

19% 22%

26%

5%

36%

42%

4%

22%

37%

16% 8%

28%

3% 17%

20% 25%

4%

42%

56%

5%

22%

49%

21% 17%

30%

4% 17%

22%

45%

8% 0%

20%

40%

60%

80%

Quality British Expensive Good value Traditional Trusting Great taste Professional Innovative Approachable Expert Wholesome LocallySourced

Allinson Flour Homepride McDougalls Hovis

Word Association

Brand statements

A brand I trust.

Open ended feedback

Readily available and always produces good results.

Best flour for making bread.

They are expert in their field.

tasty rich flour perfect for bread.

Expensive but good quality.

Allinons flour makes me think of healthy, natural ingredients.

More expensive than supermarket own brands or Homepride.

SUGAR

MARKET Pre analysis

KEY FINDINGS- SUGAR


Brand Awareness Highest level of brand awareness was for Silver Spoon sugar

99% 95% 87%

59%

0%

20%

40%

60%

80%

100%

Silver SpoonSugar

Tate & Lyle Whitworths Billingtons

Brand Impression

78% 75% 70%

51%

0%

20%

40%

60%

80%

100%

Tate & Lyle Silver Spoon Sugar Whitworths Billingtons


Tate & Lyle scored the highest for brand impression

Frequency of purchase Silver Spoon sugar is the most frequently purchased flour

72% 71%

50% 40%

0%

20%

40%

60%

80%

100% Every 6 months or more frequently

70% 69%

53% 40%

0%

20%

40%

60%

80%

100%Will definitely/probably buy

Word Association

40%

45%

2%

29%

35%

19%

13%

34%

4%

18% 22%

13% 7%

34%

18%

9% 13% 14%

9% 13%

22%

3% 8%

15% 14%

4%

46% 48%

3%

26%

40%

19% 15%

36%

5%

17%

26%

15%

4%

37%

32%

6%

22%

31%

13% 12%

27%

3%

14% 18%

24%

3% 0%

10%

20%

30%

40%

50%

60%

Quality British Expensive Good value Traditional Trusting Great taste Professional Innovative Approachable Expert Wholesome LocallySourced

Silver Spoon Sugar Billingtons Tate & Lyle Whitworths

Brand statements - Silver Spoon Brand statements - Billingtons

68% 58%

0%

20%

40%

60%

80%

100%

‘Silver Spoon is the home of British sugar’

‘Silver Spoon is the expert in sweet ingredients’

33% 31%

0%

20%

40%

60%

80%

100%

‘Billington’s is worth paying more for’

‘Billingtons sugar has a superior taste to other sugar’

FURTHER COMMENTS- SUGAR Silver Spoon Sugar Billingtons Sugar

Source: Silverspoon pre survey Immediate Insiders:

Do you have any further ways to describe the following brands or how you feel about them ? Billingtons 272 respondents Silver Spoon sugar 317

A good range of products pampering to current food

fashions

A high-end brand of specialist sugars for baking

Best for coffee

Excellent quality and will always use for special occasions

Good quality and great taste

I associate this name with fine sugar

I love all types of Billingtons the aromas

and flavours

Natural, delicious and down to earth

Old-fashioned, traditional

Unrefined but expensive

Is ethically sourced and great-tasting

Always in the cupboard

Always excellent product

British, quality, reliable

Good British company

Good quality at affordable prices

Has home baking at its heart

Innovative craft sugar

The most famous brand of sugar

Well known product widely available

The only name in sugar

great everyday, versatile

BAKING

INGREDIENTS

MARKET

Word association

14% 15% 5% 8% 5% 5% 12% 11% 5% 8% 2% 2%

38%

1% 12%

31%

5% 14%

30% 27%

12% 21%

4% 1%

61%

20%

51%

7% 8% 14%

42%

18% 7%

33%

14% 3% 0%

20%

40%

60%

80%

100%

Silver Spoon Create Dr Oetker Green & Blacks

KEY FINDINGS- BAKING INGREDIENTS


Brand Awareness Highest level of brand awareness was Dr Oetker

92% 91%

74%

18% 17% 0%

20%

40%

60%

80%

100%

Dr Oetker Green & Blacks Betty Crocker Renshaws Silver SpoonCreate

Frequency of purchase Dr Oetker is the most frequently purchased baking ingredient

59% 48%

18% 13% 0%

20%

40%

60%

80%

100%

Dr Oetker Green &Blacks

Betty Crocker Silver SpoonCreate

Every 6 months or more frequently

61% 56%

20% 14% 0%

20%

40%

60%

80%

100%


BettyCrocker

SilverSpoonCreate

Will definitely/probably buy

80% 70%

37%

25%

0%

20%

40%

60%

80%

100%

Green & Blacks Dr Oetker Betty Crocker Silver Spooncreate


Brand Impression Green & Blacks scored the highest for brand impression

VANILLA

EXTRACT

MARKET Pre analysis

KEY FINDINGS- VANILLA EXTRACTS


Brand Awareness Highest level of brand awareness was for Nielsen Massey

7%

5%

2% 2% 1% 0%

2%

4%

6%

8%

NielsenMassey

Taylor &Colledge

Little pod Star Kay Ndali

Frequency of purchase Vanilla Extract is purchased less often than other baking products

3% 10%

83%

2% 11%

85%

0%

20%

40%

60%

80%

100%

Every 6months

Less often Never

Nielsen Massey Taylor & Colledge

4% 3%

19% 16%

10%

47%

0%

10%

20%

30%

40%

50%

Willdefinitely

buy

Willprobably

buy

Might ormight not

buy

Willprobablynot buy

Willdefinitelynot buy

Don’t know

Nielsen Massey

Brand Impression Brand impression for Vanilla extract brands is blurred

21% 4% 5%

68%

21%

5% 4%

69%

20% 3% 2%

73%

22% 3% 1%

72%

22%

2% 2%

72%

0%

20%

40%

60%

80%

100%

1 Very poorimpression

2 Poorimpression

3 Neutral 4 GoodImpression

5 Very goodimpression

I’m not sure

Nielsen Massey Taylor & Colledge Little pod Star Kay Ndali

13% 15%

84% 78%

4% 7% 0%

20%

40%

60%

80%

100%

‘Nielsen Massey has high quality flavoured extracts’

‘Nielsen Massey is a Vanilla Extract worth paying more for’

Agree strongly/slighty Neither agree nor disagree Disagree strongly/slightly

Brand statements

Nielsen Massey

FURTHER COMMENTS- NIELSEN

MASSEY Now that I see it, I realise that I have a bottle of their vanilla in my cupboard and like it very much. However, the brand name did not ring any bells

I don't know this product - neither have I seen it advertised but would

like to try it

I forgot who they were till I saw the word "extract" in the survey. The vanilla extract is delicious but the branding is forgettable

I use their vanilla essence and it's well worth the price, but I did not

recognise the brand at all.

if this is the vanilla extract in a brown bottle with a beige label - than its good

and worth it... just didn't know the brand name A specialist in high end

baking ingredients

Best flavourings I have ever used

expensive for the amount you get but the flavouring

out weighs the pricing

Love and always buy their vanilla extract and

no other brand

Pure products full of flavour

Unmemorable brand for an unforgettable product

Sounds as though I should try this brand

My favourite vanilla extract

Expensive but worth it

RECOMMENDATIONS

RECOMMENDATIONS Harness Allinsons key attributes such as tradition and quality to challenge

Homepride in the flour market

• Nearly 10% more consumers said they would purchase Homepride in the future above Allinsons flour •76% agree Allinsons is a high quality flour

Increase brand impact for Billingtons sugar as an upmarket sugar

• 59% of consumers were aware of Billingtons sugar (40% lower than the highest level of brand awareness) • Low brand impression compared to other sugar brands

Build brand impression for Silver Spoon create

• Only 17% of consumers were aware of Silver Spoon create • Low brand impression compared market leaders

Educate consumers of the Vanilla extract market

• Very low brand awareness for all vanilla extract brands <10% • Blurred market and less considered purchase

PRODUCT TRIAL

Batch 295 vs Batch 309

Silver spoon vs Dr Oetker

METHODOLOGY

Product trial Research

We conducted a product trial on behalf of Silver Spoon via our Immediate Insiders panel. Firstly sent out a recruitment survey at the back of the Pre ad effectiveness. MRM selected 200 respondents who were sent the de-branded batches of icing with guidelines on what to do/expect.

Fieldwork dates

Recruitment survey : 19th November12- 25th November 12- 1127 responses

Post trial survey : 11th December 12- 02nd January 13- 138 responses

54% 25%

20% 1%

Wrapped in foil only No preference Wrapped in foil & packed in a box Other

KEY FINDINGS- PRODUCT TRIAL

Source: Silverspoon post trial survey 138

Batch 295- 86 respondents batch 309-52 respondents

Important attributes Top 5 most important attributes when buying ready to roll white

icing

1. 2. 3. 4. 5.

Taste Easy to knead Easy to roll Can be rolled thin Doesn’t crack once on cake

Brands purchased

37% 28%

14% 14% 6% 2% 0%

20%

40%

60%

80%

Nopreference

Silver Spoon Dr Oetker Supermarketown brand

Renshaws Other Brand

Majority of consumers have no preference of brand when purchasing ready to roll white icing

Pack size

54% 25%

19% 3% 500g

250g

1kg

Other

500g is the most currently bought size of ready to roll white icing

Preferred packaging 54% prefer wrapped in foil only

Here’s why….

No unnecessary packing

less waste for recycling

Environmentally better

Keeps well, green packaging

KEY FINDINGS- PRODUCT TRIAL Rating and satisfaction

Both Silver Spoon and Dr Oetker were given a rating of 8 out of 10

86% 82%

0%

20%

40%

60%

80%

100%

Dr Oetker Silver Spoon

Very satisfied/quitesatisfied

Time expectations

58% 42%

Dr Oetker

Silver Spoon

Favourite batch Dr Oetker was voted the favourite batch of icing

Better taste and more malleable

Here’s why….. Easier to handle

and roll out

Better colour, easy to use softer & rolled out easier

This batch didn't crack when being handled

Ease of use

32% 42%

18% 4% 4%

51%

28% 14% 2% 4%

0%

20%

40%

60%

80%

100%

Less than 3minutes

3-6 minutes 7-9 minutes 10 minutes ormore

Don't know

Silver Spoon Dr Oetker

Dr Oetker took less than 3 minutes to get into a state ready to use vs 3-6 minutes for Silver Spoon

Over 20% found Dr Oetker icing easier to tear and to roll than Silver Spoon icing



46% 43%

57% 69% 69% 73%

0%

20%

40%

60%

80%

100%

Very easy/ easy to tear Very easy/ easy to roll Very easy/easy tomanipulate into shape

wanted


28% 32% 29% 9% 1%

30% 35%

26% 6% 4%

0%

20%

40%

60%

80%

Very satisfied Quite satisfied Neithersatisfied nordissatisfied

Quitedissatisfied

Verydissatisfied


KEY FINDINGS- PRODUCT TRIAL Texture

Over 4 in 10 found the Silver Spoon icing texture a little too hard

Taste Dr Oetker scored the highest for overall satisfaction

Aroma Over 6 in 10 were satisfied with the aroma of both icing products

Problems experienced

9%

46% 41%

3% 0% 4% 22%

67%

7% 0% 0%

20%

40%

60%

80%

Much too hard A little too hard Just right A little too soft Much too soft


30% 36%

19% 11% 4%

35% 39%

17% 8% 1% 0%

20%

40%

60%

80%

Very satisfied Quite satisfiedNeither satisfied nor dissatisfiedQuite dissatisfiedVery dissatisfied


29%

17% 4%

59%

17% 11% 1%

72%

0%

20%

40%

60%

80%

Cracking Sticking Other problems I did not experienceany problems


Majority did not experience any problems with either batch, however nearly 3 in 10 experienced cracking with Silver Spoon icing



FURTHER COMMENTS ON SILVER

SPOON BATCH

Excellent smell and taste. easy to work with and

excellent results.

felt, looked and smelt like much better

quality

beautiful to handle, nice clear white

Not as easy to put on as 309 but better tasting

overall.

Easier to manipulate and tasted much smoother.

Harder to use but no horrible smell!

It did not have the unpleasant smell of 309 and the taste was

much fainter.

I liked the taste and upon completion looked very

nice Smoother finish and more pleasant taste.

RECOMMENDATIONS

RECOMMENDATIONS Use foil as packaging for your ready to roll white icing

•54% said wrapped in foil would be there preferred packaging •Less waste and more environmentally friendly

Offer a wider variety of pack sizes

•500g currently most purchased pack size • However offering a 750g pack size or a pack size specifically for cupcake

Create brand stand out in the ready to roll icing market

•57% have no preference of brand when buying ready to roll white icing • Harness Silver Spoons key brand attributes to bring brand name to the forefront of consumers minds

APPENDIX Ad effectiveness

0%

10%

20%

30%

40%

50%

60%

Every week Every fortnight About once a month Every 2-5 months Every 6 months Less often Never

88%

83%

76%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I try to lead a healthy lifestyle

I’m really into food and like trying new things

I try to avoid artificial ingredients

I frequently use ready meals as they are quickand convenient

Agree strongly/ Agree slightly

99% 96% 95% 92% 92% 91% 91% 90% 87% 87%

74%

66% 59%

36% 34%

18% 17% 15% 15% 10% 7% 5% 3% 2% 2% 2% 2% 1% 0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

5%

10%

15%

20%

25%

30%

Every week

Every fortnight

About once a month

Every 2-5 months

Every 6 months

96% 92% 91%

87%

66%

36% 34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Homepride McDougalls Hovis Allinson Flour Be-ro Doves Carrs

1% 4%

9%

17%

12%

26% 31%

1% 5%

14%

19%

14%

26%

21%

1% 4%

12%

15% 13%

27% 27%

2% 4% 9%

15%

12%

29% 28%

1% 2% 5% 8%

4%

17%

62%

0%

10%

20%

30%

40%

50%

60%

70%

Every week Every fortnight About once amonth

Every 2-5 months Every 6 months Less often Never

Allinson Flour

Homepride

McDougalls

Hovis

Doves


55%

50%

46% 46%

22%

0%

10%

20%

30%

40%

50%

60%

Homepride McDougalls Hovis Allinson Flour Doves

Pre

0%

1%

3%

1%

6%

1%

0%

0%

0%

2%

9%

80%

0%

0%

4%

1%

5%

1%

0%

0%

0%

2%

8%

82%

0%

0%

4%

1%

6%

0%

0%

0%

0%

3%

8%

80%

0%

0%

4%

0%

5%

0%

0%

0%

0%

6%

8%

78%

0%

0%

2%

0%

3%

0%

0%

0%

0%

1%

7%

86%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Mobile device app (e.g. iPad app)

Email marketing

In-store

Internet

Magazines

Newspapers

Outdoor posters

Radio

Sampling- I received a sample of this baking product

TV

I have seen advertising for this baking product brand but…

I haven't seen any advertising for this baking product…

Doves

Hovis

Homepride

McDougalls

Allinson Flour

6% 6%

5% 5%

3%

0%

1%

2%

3%

4%

5%

6%

7%

Homepride Allinson Flour Hovis McDougalls Doves

Pre

1% 1%

13%

39%

32%

14%

1% 1%

15%

41%

33%

9%

0% 1%

16%

42%

29%

12%

0% 1%

13%

43%

32%

11%

0% 1%

19%

14%

18%

47%

0% 1%

21%

16%

10%

51%

1% 1%

20%

26%

20%

31%

0%

10%

20%

30%

40%

50%

60%


2 Poor impression 3 Neutral 4 Good Impression 5 Very goodimpression

I’m not sure

Allinson Flour

Homepride

McDougalls

Hovis

Doves

Carrs

Be-ro

45%

40%

10%

17%

35%

17%

14%

22%

39%

50%

4%

28%

41%

19%

11%

17%

36%

42%

4%

22%

37%

16%

8%

24%

42%

56%

5%

22%

49%

21%

17% 16%

25%

16%

12%

4%

8% 7% 7%

63%

0%

10%

20%

30%

40%

50%

60%

70%

Quality British Expensive Good value Traditional Trusting Great taste Don’t know/None of

these

Allinson Flour

Homepride

McDougalls

Hovis

Doves

32%

4%

13%

22%

41%

8%

33%

30%

4%

19%

22%

26%

5%

34%

28%

3%

17%

20%

25%

4%

38%

30%

4%

17%

22%

45%

8%

30%

15%

6% 5%

11%

17%

7%

66%

0%

10%

20%

30%

40%

50%

60%

70%

Professional Innovative Approachable Expert Wholesome Locally Sourced Don’t know/None of these

Allinson Flour

Homepride

McDougalls

Hovis

Doves

76%

63%

56%

58%

60%

62%

64%

66%

68%

70%

72%

74%

76%

78%

‘Allinsons is a high quality flour’ ‘Allinsons is milled in a traditional, hands on way’

Agree strongly/Agree slightly

92% 91%

74%

18% 17% 15% 15% 10% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Betty Crocker Renshaws Silver SpoonCreate

Menier Fiddes Payne Squires Brittania

Pre

0% 1% 3% 5% 4%

14%

73%

1% 5%

14%

22%

16%

21% 21%

0% 0% 2% 4% 4%

13%

77%

0% 2% 3% 7% 7%

20%

62%

0% 1% 1% 3% 3%

13%

79%

1% 3% 9%

20%

15%

29%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Every 2-5months

Every 6 months Less often Never

Silver Spoon Create

Dr Oetker

Renshaws

Betty Crocker

Menier

Green & Blacks


61%

56%

20%

14%

10%

5% 0%

10%

20%

30%

40%

50%

60%

70%

Dr Oetker Green & Blacks Betty Crocker Silver Spoon Create Renshaws Menier

Pre

2%

2%

0%

1%

5%

88%

6%

3%

17%

1%

1%

20%

6%

57%

1%

2%

1%

6%

89%

4%

1%

11%

1%

3%

8%

74%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Email marketing

In-store

Internet

Magazines

Newspapers

Outdoor posters

Radio


TV

I have seen advertising for this baking product brand but…


Green & Blacks

Betty Crocker

Renshaws

Dr Oetker

Silver Spoon Create

17%

11%

6%

2% 2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Dr Oetker Green & Blacks Betty Crocker Renshaws Silver Spoon Create

Pre

1% 1%

21%

16%

9%

53%

1% 2%

14%

38%

32%

13%

0% 1%

22%

9% 7%

62%

3% 10%

23% 24%

13%

27%

0% 1%

21%

10% 8%

61%

1% 1% 8%

31%

49%

10% 1% 1%

22%

7% 5%

65%

71%

0%

10%

20%

30%

40%

50%

60%

70%

80%



I’m not sure

Silver Spoon Create

Dr Oetker

Renshaws

Betty Crocker

Menier

Green & Blacks

Fiddes Payne

Brittania

14% 15%

5% 8%

5% 5%

38%

1%

12%

31%

5%

14%

8%

5% 3% 3% 5% 2%

15%

4%

12% 13%

10%

7%

12%

1%

12%

3% 3% 1%

61%

20%

51%

7% 8%

14%

0%

10%

20%

30%

40%

50%

60%

70%

Quality British Expensive Good value Traditional Trusting

Silver Spoon Create

Dr Oetker

Renshaws

Betty Crocker

Menier

Green & Blacks

12% 11%

5% 8%

2% 2%

74%

30% 27%

12%

21%

4% 1%

42%

7% 3% 2% 6% 2% 1%

84%

17%

10% 11% 12%

5% 1%

63%

12%

2% 2% 9%

2% 1%

81%

42%

18%

7%

33%

14%

3%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Professional Innovative Approachable Expert Wholesome Locally Sourced Don’t know/None of

these

Silver Spoon Create

Dr Oetker

Renshaws

Betty Crocker

Menier

Green & Blacks

FURTHER COMMENTS - ALLINSONS A brand I trust

Best flour for making bread

Source: Silverspoon pre survey Immediate Insiders: 322 respondents gave further comments

Do you have any further ways to describe the following brands or how you feel about them ?Please type in your answer below.Allinsons Flour

Allisons flour makes me think of healthy, natural ingredients

Expensive but good quality Love this flour but prefer

Homeprides box

They are expert in their field.

tasty rich flour perfect for bread

Seems a high quality brand made with more care and

attention

Readily available and always produces

good results

More expensive than supermarket own brands or

Homepride

I always feel that I am baking something wholesome and good for my family when I

use Allinsons flour

99% 95%

87%

59%

3% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Silver Spoon Sugar Tate & Lyle Whitworths Billingtons Napier Brown

Pre

0% 3%

11%

14%

10%

17%

43%

3%

8%

21%

26%

14%

17%

11%

2%

7%

19%

26%

17% 19%

11%

1% 3%

11%

18% 17%

25% 26%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


Every 2-5 months Every 6 months Less often Never

Billingtons

Silver Spoon Sugar

Tate & Lyle

Whitworths

70% 69%

53%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Silver Spoon sugar Tate & Lyle Whitworths Billingtons

Pre


5%

1%

8%

3%

9%

75%

2%

1%

5%

1%

6%

85%

5%

1%

6%

1%

2%

8%

80%

4%

1%

6%

1%

2%

7%

82%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%


Email marketing

In-store

Internet

Magazines

Newspapers

Outdoor posters

Radio


TV

I have seen advertising for this baking product brand but Ican't remember where

I haven't seen any advertising for this baking product brand

Whitworths

Tate & Lyle

Billingtons

Silver Spoon Sugar

8%

6% 6%

5%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

Silver Spoon Sugar Whitworths Tate & Lyle Billingtons

Pre

1% 1%

14%

42%

33%

10%

0% 1%

15%

27% 24%

33%

0% 1%

12%

44%

34%

8%

1% 1%

22%

3% 2%

72%

0% 1%

14%

43%

27%

14%

0%

10%

20%

30%

40%

50%

60%

70%

80%



I’m not sure

Silver Spoon Sugar

Billingtons

Tate & Lyle

Napier Brown

Whitworths

40%

45%

2%

29%

35%

19%

13%

17%

34%

18%

9%

13% 14%

9%

13%

47% 46% 48%

3%

26%

40%

19%

15% 16%

37%

32%

6%

22%

31%

13% 12%

27%

0%

10%

20%

30%

40%

50%

60%

Quality British Expensive Good value Traditional Trusting Great taste Don’t know/None of

these

Silver Spoon Sugar

Billingtons

Tate & Lyle

Whitworths

34%

4%

18%

22%

13%

7%

37%

22%

3%

8%

15% 14%

4%

57%

36%

5%

17%

26%

15%

4%

34%

27%

3%

14%

18%

24%

3%

42%

0%

10%

20%

30%

40%

50%

60%

70%


these

Silver Spoon Sugar

Billingtons

Tate & Lyle

Whitworths

68%

58%

52%

54%

56%

58%

60%

62%

64%

66%

68%

70%

‘Silver Spoon is the home of British sugar’ ‘Silver Spoon is the expert in sweet ingredients’

Pre

Agree strongly/agree slightly

31%

33%

30%

31%

31%

32%

32%

33%

33%

34%

34%

‘Billingtons sugar has a superior taste to other sugar’ ‘Billington’s is worth paying more for’

Pre

Agree strongly/agree slightly

7%

5%

2% 2%

1%

0%

1%

2%

3%

4%

5%

6%

7%

Nielsen Massey Taylor & Colledge Little pod Star Kay Ndali

Pre

0% 1% 1% 2% 3% 10%

83%

0% 1% 1% 2% 2% 11%

85%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Every 2-5months

Every 6 months Less often Never

Nielsen Massey

Taylor & Colledge

4% 3%

19% 16%

10%

47%

1% 3%

20%

16%

11%

49%

1% 2%

18% 17%

11%

51%

0%

10%

20%

30%

40%

50%

60%

Will definitely buy Will probably buy Might or might notbuy

Will probably notbuy

Will definitely notbuy

Don’t know

Nielsen Massey

Taylor & Colledge

Ndali

0%

0%

1%

0%

1%

0%

0%

0%

0%

1%

5%

92%

0%

0%

1%

0%

0%

0%

0%

0%

0%

0%

4%

94%

0%

0%

1%

0%

0%

0%

0%

0%

0%

0%

5%

94%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Email marketing

In-store

Internet

Magazines

Newspapers

Outdoor posters

Radio


TV

I have seen advertising for this baking product brand…


Ndali

Taylor & Colledge

Nielsen Massey

1% 1%

21%

4% 5%

68%

0% 0%

21%

5% 4%

69%

0% 1%

20%

3% 2%

73%

1% 1%

22%

3% 1%

72%

1% 1%

22%

2% 2%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%


2 Poorimpression

3 Neutral 4 GoodImpression

5 Very goodimpression

I’m not sure

Nielsen Massey

Taylor & Colledge

Little pod

Star Kay

Ndali

7% 1% 5% 2% 3% 2% 4%

88%

5% 4% 4% 2% 3% 1% 2%

87%

2% 1% 2% 2% 1% 1% 2%

93%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Quality British Expensive Good value Traditional Trusting Great taste Don’t know/None

of these

Nielsen Massey

Taylor & Colledge

Ndali

6% 2% 2% 5% 2% 1%

88%

5% 2% 1% 4% 1% 1%

90%

2% 1% 2% 2% 1% 1%

93%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


these

Nielsen Massey

Taylor & Colledge

Ndali

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Agree strongly Agree slightly Neither agree nordisagree

Disagree slightly Disagree strongly

‘Nielsen Massey has high quality flavoured extracts’

‘Nielsen Massey is a Vanilla Extract worth paying more for’

40% 40%

24%

17%

9%

5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Silver Spoon Supermarket OwnBrand

Dr Oetker I don’t know Renshaws Other

1

Most important

2

3 4

5

6 7

8 9

10

11 12

13 14

15 Least

important

Taste Easy to knead

Easy to roll

Can be rolled thin

Doesn’t crack once on the cake

Price

The right pack size to minimise leftovers

Doesn’t contain artificial colours

Doesn’t contain artificial flavours

Pure white in colour

Gives a matt finish

Nutritional content

Ingredient list

Gives a glossy finish

Brand name

When choosing which Ready to roll white icing / sugar paste to use, what are the most and least important attributes for you?

78%

18%

2% 1% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Round Square Other Don't Know

What shape cake do you ice most often with white Ready to Roll icing / Sugar Paste?

54%

25%

19%

3%

500g

250g

1kg

Other

What pack size of white Ready-to-Roll icing / Sugar Paste do you currently buy?

37%

28%

14% 14%

6%

2% 0%

5%

10%

15%

20%

25%

30%

35%

40%

No preference Silver Spoon Dr Oetker Supermarket ownbrand

Renshaws Other Brand

Which brand of white Ready to Roll icing / sugar paste do you prefer to buy?

Easier to roll and mould

Good reputation No failures with

this product

Great flavour and so easy to use

Traditional brand, well price matched

Well known , tried and tested

I feel it's the best one

Name used since I was a child. habit.

Why they prefer silver spoon ready to roll icing?

75%

25%

Yes

No

Do you generally like the taste of Ready to Roll icing / sugar paste?

14%

86%

Yes

No

Should ready to roll icing have a predominant flavour?

54%

25%

20%

1% 0% 0%

10%

20%

30%

40%

50%

60%

Wrapped in foil only No preference Wrapped in foil & packedin a box

Other Packed in a tray &wrapped in foil

What is your preferred type of packaging for ready to roll icing / sugar paste and why?

40% prefer wrapped in foil only because it is a less waste of packaging

less packaging with less waste

No unnecessary packing

Keeps well, green packaging

Environmentally better

Can feel icing and less packaging

Minimal packaging to dispose of

space saving and least waste of packaging

less waste for recycling


Q. Did you dust the surface before rolling out?


88%

12%

88%

12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

Silver Spoon

Dr Oetker

How did you get the icing onto the cake?

48%

9%

43% 43%

7%

49%

0%

10%

20%

30%

40%

50%

60%

Using hands and spatula /tools

Just using spatula / tools Just using hands

Silver Spoon

Dr Oetker


Q. How did you get the icing onto the cake?


62%

38%

295

309


Q. Which batch of ready to roll white icing did you use first?


Which batch of ready to roll white icing did you use first?

Batch 295- Silver Spoon Batch 309 -Dr Oetker

How hard or soft was the icing for when you first took it out of the pack?


Q. How hard or soft was the icing for when you first took it out of the pack?


9%

46%

41%

3% 0% 4%

22%

67%

7% 0% 0%

10%

20%

30%

40%

50%

60%

70%

80%

Much too hard A little too hard Just right A little too soft Much too soft

Silver Spoon

Dr Oetker

Majority of respondents felt Dr Oetker was just right Over 4 in 10 felt Silver Spoon was a little too hard

How hard or easy was it to tear the icing into chunks /pieces / strips?

5%

22%

27%

29%

17%

1% 4%

26%

32%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1- Very hard 2 3 4 5- Very easy

Silver Spoon

Dr Oetker


Q. How hard or easy was it to tear the icing into chunks /pieces / strips?


69% found Dr Oetker icing easy/very easy to tear 46% found Silver Spoon icing easy/very easy to tear

32%

42%

18%

4% 4%

51%

28%

14%

2% 4% 0%

10%

20%

30%

40%

50%

60%

Less than 3minutes

3-6 minutes 7-9 minutes 10 minutes ormore

Don't know

Silver Spoon

Dr Oetker

How long did it take you to get the icing into a state where you could use it?


Q. How long did it take you to get the icing into a state where you could use it?


Dr Oetker, for the majority, took less than 3 minutes to get into a state for use Silver Spoon took 3-6 minutes to get into a state for use


Q. How does this time meet your expectations?


10%

29%

51%

9%

1% 4%

13%

53%

17%

13%

0%

10%

20%

30%

40%

50%

60%

A lot longer than Iexpected

A little longer than Iexpected

As long as Iexpected

A little faster than Iexpected

A lot faster than Iexpected

Silver Spoon

Dr Oetker

How does this time meet your expectations?

For both batches over 50% thought that this was as long as they expected However more consumer felt Silver Spoon took longer than expected (29%)


Q. How satisfied were you with the aroma of the product?


How satisfied were you with the aroma of the product?

28%

32%

29%

9%

1%

30%

35%

26%

6% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Very satisfied Quite satisfied Neither satisfiednor dissatisfied

Quite dissatisfied Very dissatisfied

Silver Spoon

Dr Oetker

Over 6 in 10 were satisfied with the aroma of both of the icing products

30%

36%

19%

11%

4%

35%

39%

17%

8%

1% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Very satisfied Quite satisfied Neither satisfied nordissatisfied


Silver Spoon

Dr Oetker


Q. How satisfied were you with the taste of the product?


How satisfied were you with the taste of the product?

74% were satisfied with the taste of Dr Oetker icing 67% were satisfied with the taste of Silver Spoon icing

How easy was the product to roll?


Q. How easy was the product to roll?


4%

18%

35%

24%

19%

4% 5%

22%

32%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%


Silver Spoon

Dr Oetker

Majority of resopdents found Dr Oetker easy to roll 43% found Silver Spoon easy to roll

29%

17%

4%

59%

17%

11% 1%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Cracking Sticking Other problems I did not experience anyproblems

Silver Spoon

Dr Oetker

Did you experience any of the following problems with the icing?


Q. Did you experience any of the following problems with the icing?


Majority did not experience any problems with either icing product Cracking was the most common problem with the Silver Spoon icing Sticking was the most common problem with the Dr Oetker icing

5%

12%

26%

32%

25%

3% 5%

19%

32%

41%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Silver Spoon

Dr Oetker

How easy was the icing to manipulate the ready to roll icing into the shape you wanted?

73% found Dr Oetker easy to manipulate 57% found Silver Spoon easy to manipulate


Q. How easy was the icing to manipulate the ready to roll icing into the shape you wanted?


3%

16% 16%

65%

1% 9%

14%

75%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Icing fell apart a lot Icing fell apart a little Icing just about stucktogether

Icing stuck together well

Silver Spoon

Dr Oetker

Did the icing fall apart or stick together well?


Q. Did the icing fall apart or stick together well?


Majority felt the icing stuck together well for both icing products

2%

7%

27%

30%

33%

2% 5%

17%

30%

46%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


Silver Spoon

Dr Oetker


Q. How easy was it to get the icing on the cake in the way that you intended?


41% 41%

10%

6% 2%

53%

33%

8% 3% 3%

0%

10%

20%

30%

40%

50%

60%



Silver Spoon

Dr Oetker

86% were satisfied with the cake immediately after they applied Dr Oetker icing 82% were satisfied with the cake immediately after they applied Silver Spoon icing

How satisfied are you with the look of the cake immediately after you had applied the icing for product xxx?


Q. How satisfied are you with the look of the cake immediately after you had applied the icing for product xxx?



Q How satisfied are you with the look of the cake after several hours / days?


39%

43%

11%

5% 2%

51%

35%

9%

3% 2% 0%

10%

20%

30%

40%

50%

60%



Silver Spoon

Dr Oetker

How satisfied are you with the look of the cake after several hours / days?

86% were satisfied with the cake several hours/days after they applied Dr Oetker icing 82% were satisfied with the cake several hours/days after they applied Silver Spoon icing

10 9 8 7 6 5 4 3 2 1 Excellent Poor

24%

27%


Q On a scale of 1-10 where 10 = excellent and 1 = poor, how would you rate ready to roll icing product xxx?


Both batches of icing got a rating of 8

58%

42% Dr Oetker

Silver Spoon

Which batch did you prefer and why?


Q Which batch did you prefer and why?


51%

46%

3% 0%

10%

20%

30%

40%

50%

60%

Always Sometimes I don’t know

Good texture, easy to handle

Easier to work with

Good quality & value for money

A brand I really trust for all things baking

Excellent quality every time

Nice flavour very white keeps well

Seems the best

Find it easiest to mould, roll and gives nice finish

Why they prefer Dr Oetker ready to roll icing?

Range of colours Quality and trust name

Easiest to work but not easily available where I live

Why they prefer Renshaws ready to roll icing?

Buy online in bulk

Not cheap but performs well

Good quality

Tesco good icing to use and not expensive

Good enough quality and reasonably priced

Tesco cheap so waste doesn't matter

It works well at a reasonable price

Price

Morrisons because it is our local supermarket

Why they prefer supermarket own brand ready to roll icing?

Documents

Silver spoon · Question 3 Thinking about things you can bake in the oven, such as whole cakes (e.g. victoria sponge, carrot cake or baked cheesecakes), individual cakes (e.g. cupcakes,