Big Interview
Tell us what a day in the life in this business and job role looks like for you. It’s very busy! Our Simply Ice Cream HQ is actually within the grounds of our house so I’m able to start early and finish late if need be, with only a short walk back to the house in the evening. I’m really hands on with the business, and we’re quite a small team so everyone pitches in. My day can include sorting out orders, lots of zoom calls, press interviews, even making ice cream if we have a last minute request! We’re in the process of moving to a new office and production site so a lot of my time is spent organising the building restructure of that, as well as managing my other businesses. With events back up and running, you’ll also find me at trade shows and consumer events throughout the UK. We just came back from IFE at the Excel and it was fantastic to be out promoting our brand in person again. Events have always played an important role in driving the business forward, so we’re excited to do more in the coming months.
In your opinion, are customers more interested in locally sourced ingredients now? Why do you think this is? There is definitely more interest in locally produced and sourced food, particularly since the pandemic. Most of our retail partners tend to be local independents like farm shops, deli’s and independent cafes who want to stock local brands. I think there is a new appreciation for artisan businesses who are passionate about making high quality products with traceable ingredients. In Kent and the South East we have fantastic distribution and brand awareness, and lots of people recognise our signature angel wing logo. Our mission for 2022 is to become more widely distributed throughout the UK, via a franchise network and increasing our presence in independents.
How has ice cream fared in the retail space, despite an overall trend for more focus on health and wellbeing? The last few years have shown a decline in our sales, primarily due to the closure of many retail outlets throughout the pandemic. Having said that, I think with the ups and downs we’ve all experienced since 2020, people are looking to treat and indulge where they can. According to Kantar data, UK ice cream sales were valued at £1,316.9M in 2020, up by 20%. Naturally, the ice cream category is seasonal and fairly weather dependent which can have a huge impact on the type of year we have. We’ve developed an extensive range of flavours that are perfect for both warmer and colder months; fruity sorbets, and classics like 70% cocoa chocolate during summer, and comforting mince pie, cinnamon and apple crumble during winter.
I think the focus on health and wellbeing isn’t necessarily to our detriment, as people begin to seek better quality, luxurious products that allow them a little moment of self- care and indulgence. We’ve never been big on promotions or value deals, because we know that our products are to be savoured and enjoyed.
What did winning the Micro Business of the Year mean to you? We were thrilled to win Micro Business of the Year at the FSB Awards 2022! As a small artisan business it was fantastic to be recognised, particularly for our resilience in the face of Covid-19, Brexit, supply shortages and price hikes. The last 2-3 years have been really challenging, but being a small and nimble brand has enabled us to pivot and make changes where necessary to keep the business going.
“I wanted the brand to be based on a strong, core set of values
– passion, integrity, excellence, simplicity and naturalness”
8 Kennedy’s Confection April 2022
KennedysConfection.com
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