Krunchie Foods Ltd

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  1. Port Talbot firm has all the right ingredients for Co-op contract coup
    1 August 2016

    Port Talbot-based Krunchie Foods has shown it has all the right ingredients after winning a contract with The Co-op for its Welsh branded family favourites to be stocked in over 160 Co-op food stores across Wales.

    Krunchie Foods, established over 80 years-ago in Llanelli, provides gravy browning, malt vinegar and other condiments and ingredients and forecasts a 33 per cent uplift in sales following the new distribution deal with the community retailer.

    Cheryl John, Sales Manager at Krunchie Food Ltd, said:

    “We are thrilled to win this contract with The Co-op which has resulted in a near three-fold increase in the number of its food stores that we supply, it opens up many new and important markets for us.

    “Krunchie was founded on the principles of supplying high quality products at an affordable price - values which still ring true today and, we know this is an approach and passion for food that is shared by The Co-op.”

    Simon Dryell, Ranging Manager for the Co-op’s food stores in Wales, Said:

    “We are thrilled to collaborate with suppliers such as Krunchie which, since 1934, has prided itself on quality, value and service. As a convenience retailer at the heart of communities in Wales this is a further step in the Co-op’s commitment to offering more locally sourced, Welsh-branded produce, in our food stores.”

    Port Talbot firm has all the right ingredients for Co-op contract coup
  2. Krunchie condiments lands Tesco contract
    1 August 2016

    CONDIMENT manufacturer Krunchie has won a contract to supply Tesco stores in Wales.

    Krunchie is the 300th Welsh brand to take shelf space in local Tesco outlets as the leading supermarket chain increasingly invests in local food suppliers, helping to support the local economy and reduce carbon emissions associated with transporting food long distances.

    Krunchie’s gravy browning and malt vinegar will be among the products sold in Tesco.

    Based in Port Talbot, Krunchie was established in Llanelli in 1934.

    Mark Grant, Tesco senior buying manager for Wales, said: “We are delighted to be working with Krunchie Foods, giving our customers the opportunity to buy great quality Welsh products at a price that won’t break the bank.”

    Cheryl John, Krunchie spokeswoman, said: “From oven fries to Sunday roasts, Krunchie has been a Welsh family favourite since 1934. It’s good to see that Tesco has recognised Krunchie’s heritage and are putting it on Welsh shelves where it belongs.”

    Krunchie condiments lands Tesco contract
  3. Krunchie deal for Tesco
    1 August 2016

    A PORT Talbot-based food manufacturer is celebrating a major supermarket’s decision to stock its products.

    Krunchie, a home-grown operation with products including gravy browning and malt vinegar, will be giving its rivals a run for their money when Tesco stores from Llanmadoc to Llanelli start stocking their shelves with its products.

    Krunchie was originally established in Llanelli in 1934 and is now approaching its 75th birthday.

    Krunchie spokeswoman Cheryl John said: “From oven fries to Sunday roasts, Krunchie has been a Welsh family favourite since 1934. It’s good to see that Tesco have finally recognised Krunchie’s heritage.”

    Tesco Senior Buying Manager for Wales, Mark Grant, says: “We are delighted to be working with Krunchie Foods, giving our customers the opportunity to buy great quality Welsh products at a price that won’t break the bank.”

    Krunchie deal for Tesco
  4. Krunchie puts bite into its marketing
    1 August 2016

    A COMPANY which has been quietly trading for seven decades is seeking to reach the biggest market in its history.

    Krunchie, a Welsh brand best-known for its pickles and condiments range, is receiving its first relaunch since it was founded in 1934.

    It is aiming to exploit the internet, increase its presence in supermarkets, and appeal to a younger age group while preserving the loyalty of its oldest customers.

    A first priority is increasing turnover from its monthly levels of around £7,000 a month.

    General manager Charlotte Crockett said, "When it started in 1934 it was a traditional Welsh family-run business. It was very successful when independent retailers were everywhere and people didn't have supermarkets.

    "Now the competition is very tough but I think the mainstay has been the traditional Welsh brand and quality and service."

    Among those convinced that Krunchie has a role to play in the Welsh food industry in the 21st century is the WDA, which is supporting it through the Business in Focus scheme, and its owner, Nigel Plummer.

    Mr Plummer is also the owner of Maesteg-based contract food and nutritional supplement manufacturer Cultech. Krunchie was purchased by Cultech in 2002 but this year it became a stand-alone company.

    The small staff based in Port Talbot and Maesteg realise the success or failure of this investment programme will determine the future of the Krunchie.

    Business in Focus has provided Krunchie Foods with financial planning advice, help in making grant applications and marketing support. Some 35% of the development of their new website has come through grant funding.

    Ms Crockett said, "Krunchie is an established brand with a loyal customer base grown over 70 years. Traditionally our typical customers have predominantly been aged over forty.

    "The challenge for us is to take the Krunchie brand forward to attract a new generation of customers in South Wales, and develop our sales throughout the UK.

    "Of course, we are very mindful that we keep our traditional customers happy too. The first phase of our strategy which we have implemented has been to introduce a number of premium quality new products which complement an improved traditional range.

    "All of our products are presented with an updated, attractive and instantly recognisable brand image which is proving to be very popular with all of our customers."

    Representatives are visiting existing and potential customers to explain the changes.

    She said, "What we are saying is, 'You're getting the same service and product but in an updated and better way'."

    The new Krunchie logo retains the traditional strong red and green colours, but has been graphically enhanced to now include a dragon image. The range of products has been expanded to include gravy flavouring, farmers' country pickle, apple sauce and new product lines including crisps, dips, sauces are in development.

    Krunchie customer base includes Bookers cash and carry, Iceland, Co-op stores and Filco. The company has set its sights on getting its products onto even more shelves around the country.

    Ms Crockett said, "It's never going to be a huge company but it needs to be more successful than what it is at the moment.

    "We are trying to get Krunchie sold in your local Tesco, even if it's in your 'traditional Welsh' section."

    Krunchie puts bite into its marketing

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