Bebeto confectionery brand owner Kervan Gida Group’s UK business has outperformed the market in every channel and reported double-digit sales growth (+15 per cent) YOY. The challenger brand says its eighth consecutive year of UK growth, since arriving in 2015, has been largely driven by improved distribution and some particularly strong NPD.
Phil Hulme, Commercial Director
“Our total UK sales last year achieved double-digit growth despite challenging conditions. This delivered £36m at retail sales value and gave us a greater presence and collaboration in grocery retail," said Phil Hulme, Kervan Gida UK Commercial Director. "Our sales momentum accelerated in 2022, and we are outperforming the market in every channel, driven by strong Bebeto branded sales and new private label business.”
Bebeto has grown its distribution significantly in recent months, said Phil: “In Asda we launched 15 private label and eight Bebeto brand skus, whilst in Aldi we have a strong ‘special buy’ program in place, with private label launches set for quarter one this year. New wholesale stockists include AF Blakemore Spar, and numerous Sugro members. We have also seen significant growth in Morrison's, CJ Lang, James Hall, and Pricecheck.”
New product development continues to be a crucial part of the Bebeto growth strategy, too. The brand team are currently working on launches that will bring additional fun and excitement to the category in the first half of 2023. Later on, Bebeto will also launch new flavour and format products for Halloween, after recent years’ seasonal lines proved particularly successful.
To boost brand awareness and loyalty, Bebeto is also continuing to focus on its online presence, enhancing the user experience and quality of content on the Bebeto website and social media channels. The company will be using these channels to grow and nurture the Bebeto brand’s consumer base, affectionately known as the Bebeto Bunch, further in 2023.
Enes Başar, Managing Director
As the business expands, Bebeto is strengthening its team with a number of key appointments including Matt Smith, who joins as Senior Account Manager from World of Sweets, where he looked after key customers including Sainsbury’s, Morrisons, Co-op, regional Co-op's, Nisa and Booths. “Matt will hold a pivotal role in our national account team, responsible for implementing customer joint business plans to achieve account growth as well as seeking new business opportunities particularly around new distribution and new listings for AYR & Seasonal products,” said Enes Başar, Managing Director of Kervan Gida UK.
“Our UK business is continuing to go from strength to strength in challenging conditions. Along with a bolstered team, we are well placed for further growth with a combination of exciting new products and major gains in retail and wholesale distribution, which will go a long way to strengthen our brand value as we work to be among the top five brands worldwide in our category,” he concluded
