In less than a year, Peckish has enjoyed 45% year-on-year growth within the bird care market.
A key strategy driving this success has been Westland’s commitment to promoting the brand within the garden centre channel, and the company’s pledge to support garden centres and independent retailers, Westland says.
The Total Wild Bird Care market is worth an estimated £300 million and, since its relaunch in September 2017, Peckish has become the fastest growing brand within the market, and the number one brand in the Ready To Use Feeder market with a 50% share.
This summer Peckish’s demand has been driven by a series of roadshows that took place across the UK. The trade events took place at four different locations and showcased the new Peckish products, making the buying process easier for retailers and removing the need to travel to explore the new range and developments.
User convenience is paramount for Peckish, which is why there has been considerable investment in the packaging. Customer feedback and insight has consistently shown Westland that convenience of storage is a key benefit, which led to the expansion of resealable packaging, which is now on 80% of Peckish’s food products, including all small bags.
The growth is set to continue with the launch of 14 new products which will be showcased in September at Glee.
To support the new products, Westland has further invested in eight new promotional packs and point of sale displays, that are available specifically to garden centres, as well as strengthening its sales team. The Peckish garden centre sales team consists of 40 members whose role is solely focused on growing the brand in the garden centre channel.
Westland senior marketing manager Rachael Dickinson commented: “Our strategy is to drive business to garden centres; to do this we have invested heavily in this channel and it is already paying off with 45% growth. Our sales team are not agents, they are dedicated and knowledgeable with a genuine interest in the products and an invested concern in supporting the garden centres. We anticipate that our new products, with supporting marketing and sales materials, will further our growth and continue consumer demand for the Peckish brand.”
