Daniel's Chilled Foods

A fresh route into the Dutch market.

A Dutch department store selling everything from shoes to emulsion paint is an unlikely place to see an opportunity for fresh British fruit juices and smoothies, but Daniel’s Chilled Foods is happy to have taken FFB The Netherlands’ advice, now their fresh juices and smoothies will be sold in HEMA from late July, the Netherlands’ largest chain of own-brand department stores.

HEMA: wedged in the Dutch psyche

With 300 stores, 80 years of experience and a one-brand management, HEMA is unique within the Dutch borders. An organisation with a national brand awareness of 100%, HEMA’s brand is part of Dutch national culture.

HEMA’s dominance in Dutch non-food retail means that many food and drink suppliers do not realise that its food and catering arm accounts for a 30% share of the organisation. Ambient food is sold in every store, chilled food in 200 stores, take-away outlets operate in 150 stores and restaurants in 100.

Seeking a different route

FFB’s recent “Alternative Retail Channels” research report outlined the potential for British food and drink to sell through routes other than the traditional mainstream multiple retail. FFB The Netherlands identified HEMA as one such opportunity. When Pim Haasdijk, Managing Director of FFB The Netherlands, learnt that HEMA was seeking to build a new position in convenience categories such as ready meals, healthy drinks and snacks – areas in which the UK leads the world – he was quick to seize the opportunity.

Daniel’s Chilled Foods is one of the key players in the British chilled food market. FFB The Netherlands, knowing that the company was interested in exports, told them about the opportunities that HEMA’s direction offered them, and arranged an introduction. They dealt with the pre-launch preparation, organising factory visits, labelling, logistics and marketing for the launch. From July, Daniel’s Chilled Foods will enter the Dutch market with a wide range of freshly squeezed juices and delicious smoothies.

FFB: the glue

Mike Cassidy, Sales Director at Daniel’s Chilled Foods, welcomed FFB’s efforts. “FFB were insistent that this was a great opportunity and I’m glad we listened! They set up a strong introduction with HEMA, as they do, and as things progressed they provided the glue that kept the whole process moving forward. Export turnover represents only a small part of our Group sales but we recognise that there is real growth potential on the Continent for our core categories. The HEMA experience has certainly given us the confidence to embrace more opportunities.”