aruna sauces - food development workshop
DESCRIPTION
A presentaion by Sarah Nic Lochlainn of Aruna Sauces as part of Enterprise week 2013 - Food Product Development WorkshopTRANSCRIPT
Agenda• Aruna Founders• Aruna Story• Critical Path to date• Plans for the future• PR and Marketing• Funding & Finance• Challenges • Coping Strategy
Aruna FoundersSarajit Chanda (Director) First learned to cook from his mother Aruna in BangladeshExecutive chef in restaurants in Calcutta – Sydney - Dublin since 1997MD in own food business since 2005Passion for New Product Development. International experience in recreating authentic ethnic recipes
Sarah Nic Lochlainn (Director) BA in languages led Sarah to travel and gain international experience in business Keen eye for opportunities and how to exploit themExperienced in management of business and brandsTrained in strategy, production, viability, finance, logistics & marketingEstablished contacts with media, state agencies, food trade & distributors
Sarajit Chanda, Chef/Proprietor of
Fuchsia House Restaurant
uses his mother Aruna’s recipes to create
authentic, nutritious, delicious curries
In 2010 Sarajit and his wife, Sarah
spotted a gap in the growing
“Dining at Home” market and used Aruna’s recipes to
create the award-winning
Aruna Sauces range
Aruna Sauces provide home cooks with the
opportunity to create
restaurant-quality food in their own kitchens, without compromising on quality or heritage
Available in Curry, Korma,
Roganjosh, Tikka Masala and Madras,
Aruna Sauces are clean label
Gluten FreeAdditive FreeMSG Free
Aruna is multi Award-winning
and is produced in a BRC Grade A facility
In 2012, we listed 250 new stockists in Ireland and Northern Ireland.
These include Superquinn, Supervalu, Spar/Eurospar, Dunnes.
Aruna will be listed in Tesco in April ’13.
In April, we will move to a pre-printed pouch which improves Aruna as follows:
Larger pack for same RSP greater value for money for consumers opens Aruna up to family market
RSP €2.49 appeals to cost-conscious shoppers
Packaging more robust no breakages
Packaging more attractive better stand out on shelf
Longer shelf-life, 8 weeks 0% waste
Clearer instructions for use Aruna Sauce + Meat = Meal Solution
Authentic recipe passed down from mother to son
Restaurant Quality food at home prepared by professional chef
Gluten Free
Fresh, chilled sauce allows consumers to create healthy, nutritious mealswith ease and convenience
Aruna’s USPs:
2010• Founded Aruna• Sold product at local farmers markets• Completed feasibility study• Launched branded range• Won Blas na hEireann Awards• Designated HPSU status by EI• Listed in 20 retail outlets
2011• Won many awards including Best Start-up and
Best Overall Business in Co. Louth• Sold Aruna at regional food festivals nationwide• Production outgrew Fuchsia House • Appointed contract manufacturer• Listed in 60 retail outlets• Doubled 2010 sales
2012• Dragons’ Den• Moved production to factory• Meetings with multiples• Appointed distributors• Began exporting• Won Bronze at National Start-up Awards• Listed in 300 retail outlets in ROI and NI• Doubled 2011 sales
2013• Changing product offering based on
Market Research• Appointing a distributor for ROI• Launch in Tesco April ‘13• Developing a strategy for UK• Meeting with ROI, NI and UK multiples
Projected Sales• 2013 €350-400k
• 2014 €1m
• 2015 €3m
PR & Marketing• Local Newspapers and Radio• Ireland AM• National Newspapers – SBP, Times, Indo, FJ • Dragons’ Den• Nationwide• EI & CEB Bulletins• National Women’s Enterprise Day• Facebook & Twitter• Websites & Blogs
Funding & Finance• Running Costs funded by sales• Growth funded by directors’ salaries • Louth CEB – Feasibility Study• Bord Bia – MAP Grant• Louth CEB – Priming Grant• BOI - €5k overdraft, €5k term loan, €2k credit cards• Dragons’ Den – Gavin Duffy €30k• Applying to BOI for funding to print new packaging
Challenges• Time management• Cashflow management• Recruitment • Childcare• Creating a “no-brainer”• Social Protection Policy
Coping Mechanisms
Enjoy the Flight!
[email protected]+353 (0) 41 6871122
Aruna Sauces, Fuchsia House, Dundalk Road, Ardee, Co. Louth, R.O.I.
Facebook.com/arunasauces
@arunasauces
www.aruna.ie