Strategic Report
Disney
The Disney partnership has allowed us to develop a range of Celebration cakes to meet multiple age segments and occasions. Franchises such as the phenomenon of Frozen has been a resounding success story and Marvel’s superheroes, Avengers and Spiderman, are ever evolving. Ongoing are the evergreen classics of Mickey Club House, Disney Princess Fairies and Cars. Late 2015 will see the much anticipated next addition to the Star Wars franchise which is sure to bring continued excitement into the category.
Other Licensed Celebration Cake The mix of evergreen and trend driven licenses has also been a key driver of performance for the business offering a comprehensive range of product that meets all key target markets. Brands such as the ever present Peppa Pig, Turtles, Spongebob and Me to You, to the new sensation that is the Minions, have all been key drivers of the success.
Vogel’s The consumers’ need for healthy nutritious food is the driver behind the Vogel’s brand. Founded on the principles of Alfred Vogel, the pioneering Swiss nutritionist, Vogel's is a range of 'clean label’ seeded breads crammed to bursting with seeds and grains. The loaves are baked without added sugar, emulsifiers, enzymes, or artificial preservatives or flavourings. And the best thing about Vogel's – the way we bake it means that it makes the most fantastic toast!
Village Bakery The country’s leading Rye bread brand, targeted at consumers aiming to avoid wheat, comprising a range of wholemeal and seeded loaves. The bread is made with the simplest of all recipes: Organic Rye flour, water and a little sea salt, with no added yeast, emulsifiers or enzymes.
Cranks
A range of what our customers call 'Proper Bread' made with organic stoneground flour from a specially selected group of English farmers. Cranks bread is fermented for longer – up to six hours – to give it great flavour and texture without using any additives such as emulsifiers and enzymes. Cranks is the UK's leading organic bread brand.
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Overseas The Group has a meaningful presence in Continental European markets, particularly in France and Benelux, through its 50% owned Company Lightbody Stretz Ltd, which supplies and distributes the Group’s UK manufactured and third party products.
Principal Risks and Uncertainties The Group operates in an environment which is continually changing and as a result the risks it faces will also change over time. The assessment of risks and the development of strategies for dealing with these risks are achieved on an ongoing basis through the way in which the Group is controlled and managed internally. A formal review of these risks is carried out by the Group on an annual basis. The review process involves the identification of risks, assessment to determine the relative likelihood of them impacting the business and the potential severity of the impact, and determination of what needs to be done to manage them effectively.
The Directors have identified the following as the principal risks and uncertainties that face the Group:
Competitive Environment and Customer Requirements The environment remains competitive within the Bakery sector. The monitoring of key performance indicators at customer level such as service levels and customer complaints is part of the risk management process associated with this specific risk. Strong customer service, quality products, low costs and innovative new product development are areas of focus to satisfy customer needs and remain strong in a competitive environment. The Group invests heavily in category management, new product development and marketing skills. This investment has helped create an insight into customers and consumer demands.
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