Wessanen UK has revealed that it has strong year-on-year growth across its organic brand portfolio during recent weeks, which it is now aiming to build on during Organic September. Sales of organic Whole Earth peanut butter were up 25%, Kallo organic stocks and gravies were up 27% and Clipper organic teas up 16% (IRI, 12 w/e 15 Aug, 20). According to a recent report by the Soil Association, sales of organic produce overall in the UK grew by 18.7% during lockdown and since January, organic food has seen the highest growth since 2016.
Following the positive sales uplifts, Wessanen is again supporting Organic September by investing in a shopper marketing campaign, executed in Sainsbury's and across the health food trade. From this week, the company's core organic brands will be part of heavyweight in-store campaign across 400 Sainsbury's stores and the retailer's website with a combination of shelf branding, online advertising, coupon offers, emailers and an advertorial in Sainsbury's Magazine. Wessanen UK will also support 530-580 health food stores throughout September with branded chalk boards, adverts and free samples of Clipper's wide range of organic, Fairtrade teas.
Marianne Bainbridge, shopper marketing manager at Wessanen UK commented: "According to the Organic Trade Board, over 12 million people in Britain are more likely to buy organic than before the pandemic, so we are doing our bit to help spike awareness of organic product ranges through in-store executions - educating consumers that small changes to your shopping basket, can make a big difference.
"The Organic September message this year, 'nature has the answer', is well-aligned with Wessanen UK's mission to connect consumers to nature through its portfolio of purpose-driven brands."