Can you please give an overview of your brand?
First launched in 1944, Nido is an extremely versatile and practical dried whole milk powder. It can be used in many recipes and drinks as a simple substitute for fresh milk. More than 800 glasses of Nido are consumed around the world every second, with Nido 900g & 400g being in the top five per cent of World Foods SKUs!1
How is your brand currently performing?
Nido continues to go from strength to strength, with the full year projection for 2024 for the total range being worth over £36m RSV. Over half of Nido sales comes from the wholesale and convenience channel, showing just how important independent retailers are to Nido.
How is the World Food market currently performing?
The World Foods category is worth £670m, growing at +14 per cent CAGR2, Nido plays within Oriental, Afro-Caribbean and Asian which are all growing segments, as non-EU net migration continues to grow. Within the World Foods category, positive macro indicators suggest this growth trend will continue with net migration at 685k over the last year3, this is a great time to grow your World Foods offering within your stores!
How are you supporting your brand and NPD?
We support Nido with recipes and inspiration throughout the year. The key campaign which is live NOW is “Light up your sales with Nido”. Nido is relevant throughout the year but during Diwali, Nido is traditionally used in recipes and for celebration. Diwali is celebrated by 1.5 million people in the UK every year4 so retailers being aware of the uplift to sales that stocking Nido during this period will provide, is key. We also run a “taste of home” campaign to remind shoppers of exactly that – that the Nido consumers loved in their childhood is available at their local shop!
How important are independent retailers to your brand?
Extremely important. The role these guys play in their communities and beyond makes these retailers our brand ambassadors in a way, so we need to ensure we support them directly. Local communities trust the products they buy from their shelves. Being an ex-retailer myself, I always try and ensure the decisions I make have the independent retailers in mind.
What trends are occurring in the sector?
The world foods category is split between shoppers who are looking to find a taste of home, and shoppers who are looking to explore different cuisines. Winning in this sector means providing relevant solutions for both of these groups, for which luckily Nido is your answer! Nido is a brand that shoppers recognise from home, and therefore stocking Nido will be an instant basket driver for shoppers. For explorational shoppers, we have social media content highlighting delicious recipes with Nido at the heart of them. Nido really is the answer to world foods!
Describe your brand in three words …
Taste of Home
1 Seed Qualitative Research 2019
2 IRI Total Stores 52 weeks to April 2024
3 Net migration to the UK– The Migration Observatory (ox.ac.uk)
4 Census 2021
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