UK food manufacturer Samworth Brothers is tapping into demand for on-the-go products with the launch of a dedicated website for its food-to-go service: Fresh Food for Now.
The website will play an important role in communicating the company’s evolution from its previous Ginsters-branded van delivery service - showcasing the wider range of products and services it provides to retail outlets
The move follows IGD research predicting that the UK food-to-go sector will grow at twice the rate of overall grocery retail and is set to be worth £22.8bn by 2023. With consumer needs constantly evolving, Samworth Brothers claims that the transition to a food-to-go service website will give the company the ability to adapt to market conditions.
The new platform will also promote commercial expertise in driving sales, providing customer insights and convenience retailers will soon be able to order products directly from the site.
“Normally you’d be looking at ten to twelve weeks to launch a simple brochure-style website, so to launch a more complex project in less than half the time was impressive,” said Alastair Johns, head of brand and category at Food for Now.
“We’re in a fast-moving agile market so we need to be able to respond to new trends and customer demand at any time, and the platform will enable us to do this. In future, our marketing team will take greater control over messaging and how items are displayed on the page, and become less reliant on the agency itself.
Johns added: “We have ambitious plans to increase our market share in the food-to-go sector and we believe our new website will play a vital role in making that possible.”