Launching A Food and Drink brand in the UK

The UK is a great market for expansion. Compared to a market like the US, it’s smaller and more concentrated which means you can build awareness quickly with the right launch strategy. It is also the 6th biggest market in the world, making it a serious contender for international expansion and a gateway to Europe. Post-Brexit, and with a new government, there’s a growing push to welcome new businesses into the UK market.

But one challenge with any market is ensuring that local nuances are taken into consideration. From humor, to phrasing to cultural sensitivities, if you want to go global with your brand - you need to think local.

Here’s some marketing must haves to consider if you want to successfully launch your food and drink brand in the UK:

1. Language matters

Spellings and local cultural references are really important when it comes to talking to the media and engaging with your audience. What works in one country in a press release or advertising campaign could mean something very different in another and is unlikely to resonate or in some cases offend.

2. Build a compelling narrative.

It’s said that 75% of brands could disappear and no one would care. In a saturated market like food and drink, one way to connect with an audience and make them care is by thinking about the story you are telling. You’re more than a product on shelf - why are you here? what problem do you solve? what real world truth are you able to tap into that people really care

about that makes your audience sit up and listen - and most importantly want to give you a try. UK consumers and media love authenticity and getting your narrative right is a vital part to launching with a bang.

3. Work with local contacts

No one knows the market better than the people who live there. If you’re working with an agency, work with one in the market you’re launching in. They will understand key cultural moments, dos and don’ts, the right language to use in media materials to get brand cut through and stay relevant.

4. Understand the UK Market

Consumer tastes, health trends, and regulatory requirements differ from other markets. Research UK food trends (such as plant- based eating, sustainability, and reduced sugar) to position your product effectively.

5. Be consistent

Whilst you may just be thinking about the launch moment, ongoing awareness is key. Stop your PR activity after a couple of months and all that hard work and momentum you’ve built disappears. Committing to a year of PR activity to truly test the market will give you opportunities to embed yourself with UK media and customers.

6. Think about ALL of your audiences

A two pronged approach will give you more growth opportunities. Whilst you drive shoppers to purchase via consumer press, shopping and product pages, a B2B media strategy will help position the brand as thought leaders in the industry - grabbing the attention of retailers, super market buyers and investors.

7. Data and Insights Matter

UK journalists love stats and insights. In fact, 37% of media won’t write about a product or service without data to back it up. Ask yourself: is this story genuinely relevant? It needs to be high-quality editorial, not an advertorial.

8. Have product samples

It sounds obvious, but having the product so that the media can try it BEFORE it hits shelves can be a huge advantage. For long lead monthly media working 3 months in advance, if they cannot try the product until the day it hits shelves then it will feel like old news by the time they are able to get the product into their magazine which can put media off. Seeding to top tier media and influencers as a sneak peek before it goes to more people can also be a great way of building important media relationships.

9. Prepare your spokesperson

Do you have a face of the brand? If media wanted to talk about the business, or there was the opportunity to be on Sky News talking about the industry, are you prepared? Media training pre launch is essential to ensure your spokesperson knows what to and what not to say and becomes a real asset in the industry that media come back to again and again.

10. Collaborate with influencers and experts in markets

Media, content creators and industry experts will help you earn recognition and respect quicker than your
competitors. Part of your planning ahead of launching in the UK should be to compile a list of food and drink journalists, bloggers, and influencers who cover new product launches. Publications such as The Grocer, BBC Good Food, and trade magazines like Food Manufacture are excellent places to target. Check out our blog on the top media contacts in food and drink for your must hit list!