Smiley’s recipe for success

The brand saw rapid growth in the food and beverage categories in 2018 and is supporting partners this year with a packaging refresh

Written by Rhys Thomas

Posted 07.06.2019 | Food & Drink

Smiley’s recipe for success thumbnail

Sales of Smiley branded food and beverages rose by 20 per cent in 2018 as more branded and private label food suppliers turned to the brand to boost sales of their products.

The Smiley is fast becoming a trusted brand and emblem in the European food retail trade and the brand is building on recent successes, with 23 food and beverage licensees now on board and new products regularly launched with leading listings.

“The use of 3D Smileys is very much the cornerstone of our food program at the moment,” says Lori Heiss-Tiplady, VP Brand Strategy at The Smiley Company. “We have enjoyed long-term success with the use of our trademarked 3D Smiley shapes in food products for over 20 years, and our focus over the next year will be to sign new partners to build on this success using the multiple expressions which we hold the marks for in this category and introduce new products into the fresh, frozen and ambient categories.”

To complement the evolution of their foods program, Smiley is also set for an exciting new packaging design to be rolled out later this year. The packaging design will roll out over the next year across multiple food categories. with some of Smiley’s leading partners including Intersnack, Dr Oetker and Laita.

“Constantly evolving to stay at the forefront of trends, we have created a new packaging direction with a ‘sketchy’ graffiti-inspired design style that appeals to both kids and adults alike,” Lori says. “We know using our Smiley icons prominently on packaging helps drives purchase intent at retail, so building on this as a foundation and further tapping into our SmileyWorld ethos of sharing happiness and positivity, the new designs also feature positive messages on-pack alongside graphics from some of our most popular style guides. The result is a fun, trendy design that will stand out on shelves and bring smiles to every aisle!”

Private label continues to be a big focus for Smiley, where you often find products which adhere to a certain ‘standard’ positioning and a value price point. Using the 3D Smiley in this space brings an added layer of excitement for consumers with the appeal of a big brand with strong brand values, while still maintaining a competitive price.

Smiley Foods partners that have enjoyed success with the trademarked 3D Smiley shape include McCain, whose potato Smiles have been a supermarket staple for over 20 years, and Intersnack, which delivered 191 tons of Smiley snacks and crisps last year and has developed an extruded process for its new sweet & salty range.

Other partners include Transavia with listings at Farmfoods and Papane with Smiley shaped Chicken Nuggets, Dr. Oetker has launched Smiley shaped pretzels at multiple retailers in France, and Lutti, a leading supplier of confectionery that continues to add to its 3D Smiley gummies range, with the launch of a new lower sugar product, Lutti Dooo.

Sales of Smiley branded products without the 3d shape also continue to grow globally. Zaini have sold over a million Smiley chocolate eggs with surprise and is launching a Smiley branded chocolate spread with surprise into the US market and other territories. Beverage manufacturer L’Abeille is in development on a range of new flavours with lower sugar for their Smiley Fruity juice product for kids. Smiley has also recently broken into the dairy category with the introduction of drinkable yoghurt with Laita, which is being sold private label at Auchan and Casino. While Bomboniera has a new confectionary range in Romania and Hedef a selection of waffles in Turkey.


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