SPOTLIGHT: DENNY BROS LTD
Fix-a-Formcelebrates 35 years We look back atDenny Bros’ incredible journey from concept to international success
Fix-a-Formis celebrating 35 years as a brand this year. The concept of a combined leaflet-label was originated in the late 1970s by Denny Bros Printing, the Suffolk printing company founded in 1945 by brothers Douglas and Russell Denny.
Bayer,whowanted to put an information leaflet on the outside of a product bag rather than inserting it loose on the inside. Denny Bros developed the concept and in 1977 filed the first patent for the Fix-a-Formproduct,which was then granted a year later.
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GLOBAL CONNECTION Today Fix-a-Forms have a global reach thanks to a worldwide network of distributors who help
he ideawas developed as a result of an enquiry from crop-science specialists
international brand owners communicate large amounts of text on-pack including brand benefits, cross promotional marketing material, and multi- lingual information. Fix-a-Form can also add incentives such as competitions, inserts, vouchers, scratch-off panels, SMS text promotions, Quick Response (QR) dot matrix codes to link people directly to the web, and collectables which ultimately help boost sales.
LOOKING BACK Denny BrosMD Barry Denny, the son of co-founder Douglas Denny, looks back at the origins of the product: “Todaywe are the flagship brand that has become an internationally renowned solution for communicating product information directly onto any packaged itembut back in historywewere just one of a large
number of printing companies offering a variety of printed products to our customers.” “The Fix-a-Formidea was and
still is such a simple concept. Many printers at the time were printing leaflets andmany were printing labels but none had the idea of combining the technology to produce something that gave added benefits.”
AWINNING FORMULAR The company has won many awards for its success. The most memorable for Barry Denny was the one from the 1980s that sparked the most recognition and follow-on growth. It was the 1983 Fasson Awards where Denny Bros picked up two awards for Best Innovation and Company of the Year. He explains, “Fix-a-Form
growth was steady in the first few years and we were pleased with our progress but it was the 1980s that saw the company take the front pages of the trade magazines, sign up our first international licensees and see rapid and almost unstoppable growth.We had all worked tirelessly to apply the idea to multiple markets and these accolades were warmly welcomed.” Many subsequent awards
followed as sales grew worldwide. Douglas Denny even received an export award from the then PrimeMinister, Margaret Thatcher, for Anglo
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Dutch Co-operation, setting up a license agreement with a printing company in Holland. The first ever licensee to sign-up was based in South Africa and today there are over 20 companies around the world, manufacturing under license of their patents, trade marks and know-how. Other countries to come on line soon followed including Germany, Italy, Denmark and now the international links extend to Australia, South Africa, Japan and India.”
THE FUTURE Looking to the future Barry Denny casts his predictions: “Marketing campaigns are increasingly sophisticated as a result of greater computing powerwith Smartphone andWi-Fi capability allowing the realworld tomerge with the virtualwebworld. “There’s lots of newtechnology
that has already and certainlywill impact on product packaging and communicationwith end users. We aimto continue to be at the forefront of these developments delivering information and benefit to product users and brand owners.”
Denny Bros Ltd KempsonWay Bury St Edmunds Suffolk IP32 7AR Tel: 01284 701381
paula.starie@
dennybros.com www.dennybros.com.
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