"My thinking has changed from initial scepticism to being completely convinced of the value of design as a business investment…"
Background
Enjoyed in the UK for over 27 years, Fudge Kitchen was originally an American brand producing and selling freshlymade, butter free fudge. The UK operation was bought out by Sian Holt in 1995 and now operates eight high street stores. Alongside the retail business Fudge Kitchen has also successfully entered the wholesale market and recently launched two additional projects.
The challenge
The Fudge Kitchen business model was totally based on retail theatre. Customers saw the product being made, engaged with the experience and literally bought into it. Whilst the business was successful it had limitations. The company wanted to increase sales and enter the wholesale market.
The response
Business Link was instrumental in putting Fudge Kitchen in touch with two programmes that together have put the
company on a new path. Sian’s Adviser at Business Link introduced her to a SEEDA funded pilot project called Business Plus. Working with a graduate student of the University of Greenwich, Fudge Kitchen set out to adapt its original recipe, whilst maintaining its additive-free ethos. The resultant research increased the shelf life to three weeks and dramatically opened up wholesale potential. Business Link’s second introduction was to Designing Demand, a Solutions for Business programme developed by the Design Council, funded by SEEDA and delivered by South East Design. Initially seen as a pure rebranding exercise, the association developed to include renaming the business and is described by Sian as “a real catalyst for change.”
The outcome
With the branding now in place wholesale turnover has gone from zero to £70,000 and is expected to double this year.
Fudge Kitchen is already supplying Dobbies Food Halls, Candy Cakes and Valvonna and Crolla and is in negotiation with other exclusive outlets. The company is also benefitting from the trend towards buying local produced with the shops all producing for local wholesale supply.
The brand is growing. Fudge Kitchen as recently launched two new products, fudge sauces and a ‘make at home’ kit.
Download the Fudge Kitchen case study
Tags: designing demand, Fudge Kitchen, generate
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