NPD and marketing will be key to the future of Fabulous Bakin’ Boys, says the new head of the bakery business.
FBB was acquired this week by Dutch baker Daelmans Group in a pre-pack deal. Administrators BDO said FBB’s working capital had deteriorated after it invested heavily in plant but “was not as successful as anticipated at increasing its sales”.
Founders Jon and Gary Frank had left the business but would be assisting it for a short time during the transitional period, said former McCambridge Group MD Richard Cooper, who has been put in charge by the new owners. He added that the brand needed refreshing and repositioning and that he was confident the new owners would provide the investment to do this.
“There is a pipeline of products ready to go,” he told The Grocer, adding he wouldn’t rule out taking the brand into other categories through licensing deals with other manufacturers.
Cooper said a priority would be appointing a senior strategic marketeer. “We have a terrific brand but need to make it more fun,” he said, adding that he was keen to explore opportunities around seasonal events.
Sales of the FBB brand fell 23.4% to £13.1m last year, and Cooper said he wanted to avoid the promotions he blamed for much of this decline.
Daelmans, which produces branded and own-label cakes, said FBB “had great potential”. “It will benefit from the investment and reinvigoration an established bakery can provide,” said general manager Thijmen Peter de With.
No comments yet