A surge in demand from locked down shoppers, particularly young families, helped clotted cream brand Rodda’s enjoy record growth last year.
The Cornwall-based brand capitalised on a 36.2% increase in value sales for the clotted cream segment as a whole [Kantar 52 w/e 1 November] to deliver a 33% increase in value sales growth for the brand.
The brand said it was enjoyed by a total of 3.1 million shoppers last year, the largest number it had seen, as it drove more than half of the growth in the wider clotted cream category, gaining 61.8% of the segment’s total new shoppers.
Growth was predominantly driven by those trading up from other products such as single cream and crème fraîche as well as existing shoppers and brand loyalists buying more of the product, Rodda’s said.
It also cited a desire by shoppers to replicate indulgent treats found in the hospitality sector – such as afternoon tea – at home, as a key driver.
Rodda’s added the company’s decision to significantly invest behind the brand during the pandemic – with one of its biggest above and below the campaigns to date – had also paid dividends.
The campaign included radio, in-store activation, digital, press and PR with celebrity chef endorsements and partnerships, and a particular focus on enjoying Rodda’s with home-baked scones.
MD Nicholas Rodda suggested this appealed to younger shoppers and families in particular, as they would often be trying Rodda’s products “for the first time or [were] looking to capture those out-of-home occasions in home”.
He added: “Our 130-year-old Cornish brand has always been much more than just the product itself. The brand evokes those special memories of holidays in Cornwall and happy family times together.
“We found during the pandemic that consumers were seeking comfort and nostalgia more than ever, treating themselves and their families while restrictions remained in place, and turning to brands they trust, such as Rodda’s.”
As the UK moved out of lockdown and into the summer, the brand foresaw lockdown habits living on, he added.
“With Cornwall named as the number one staycation destination of 2021, Rodda’s will be rolling out an even bigger brand support campaign, building on the success we achieved this year, with a key focus on our heartland in Cornwall alongside a range of national advertising initiatives and support for our customers.”