BRW Society products will soon be available at Spinneys


September 8, 2020 | By Rupkatha B

Laura Manning & Jules Seddon

Having been inducted into the Spinneys incubator programme, home-grown, online tea brand BRW Society products will soon be available at Spinneys and Waitrose stores in the UAE for 12 months, free of cost. BRW Society products will hit the Spinneys and Waitrose shelves within this year.

Before moving on, a few words the Spinneys incubator programme. Aligned with its goal to support local food producers, Spinneys announced an incubator programme for micro food and beverage suppliers in the UAE in May 2020. The initiative was recognised by the UAE government’s Food and Water Security Office for its contribution to the country’s National Food Security Strategy.

The Spinneys incubator programme selected 24 winners, 11 are from the fresh food category, 9 offer shelf-stable products and 4 are frozen goods. Among the winners are BRW Society, Honest Kitchen, Crumbs & Co, and Sprout, among others.

“We were thrilled to be shortlisted by the Spinneys board from 160 applications. BRW Society got selected among the 24 businesses. The incubation programme was quite meaningful, as Spinneys was not only keen to understand a small business’ scalability and future plans, product range but also people behind the brands and our aspirations,” says Laura Manning, founder & managing director of BRW Society.

Small and medium enterprises (SMEs) are a major driver of the UAE’s growth and economic development. As such, the Spinneys incubator programme is a step in the right direction.

“The cost of being listed on a supermarket shelf is phenomenal. Had it not been for the Spinneys incubator programme, it would have taken us a couple of years to get our products to a supermarket shelf,” Manning admits. “We would have had to reach a certain turnover to put some money aside to break through into the supermarkets. What’s more, Spinneys has offered us favourable payment terms, which otherwise may run up to even 60-90 days, tough for small businesses from a cash flow point of view.”

“In addition to being listed in the Spinneys and Waitrose stores, Spinneys will also support us with marketing, events and other initiatives. This is a huge plus for a small business like us that will catapult us to reach a much wider audience,” she adds. On our part, we will add constant newness through our product range as it becomes available in Spinneys and Waitrose.”

BRW Society products are currently sold via its own e-commerce site, alongside online marketplaces including Ingfit, Namshi.com, noon.com and Sprii, among others. The brand has had to ramp up production while pivoting to survive the COVID-19 pandemic.

“We launched the BRW Society in October 2019, and the product range was very well-received. Our creative director Jules Seddon and I spent a lot of time at pop-ups like the Ripe markets to let people taste the blends. Through these interactions, we were soon able to build decent traction on our online site,” Manning recollects. “However, when COVID-19 hit in March, things started changing. Initially, we were focusing on the HORECA industry and had become an approved supplier to the Jumeirah Group. Even the cafés that we were negotiating with had to tweak their business to survive.”

“We had to quickly rethink our strategy and be agile. During the May-July phase, we allocated budget for digital marketing to generate traffic to our e-commerce site, while the online marketplaces supported with their social media initiatives, leading to an increase in sales,” Seddon added.

Alongside the online channel, BRW is planning to increase its presence by partnering with other supermarkets and pharmacies. “Eventually, we will also revive our talks with the hospitality industry,” Manning shares. “Importantly, we will focus on making the partnership with Spinneys successful,” Seddon points out.

“We are also keen to expand into the wider GCC. Our products are already gaining traction in Saudi Arabia through Namshi.com. Over the long-term, we would like to become the top-most loose-leaf tea brand in the UAE,” they conclude.

 

For all the latest retail news from the Middle East, follow us on Twitter and LinkedIn, like us on Facebook and subscribe to our YouTube page.

Previous Article Next Article

SHARE

YOU MAY ALSO LIKE /


Dr. Dhananjay Datar Chairman & Managing Director ADIL Trading Co. LLC

Dr. Dhananjay Datar Chairman & Managing Director ADIL Trading Co. LLC holds 

Continue Reading

February 29, 2024 | By Rupkatha B
Hani Weiss, Chief Executive Officer, Majid Al Futtaim Retail

In 1995 regional retail conglomerate Majid Al Futtaim introduced Carrefour to the 

Continue Reading

February 26, 2024 | By RetailME Bureau
Prashant Parameswaran, Managing Director and Chief Executive Officer of Tata Consumer Soulfull

Tata Soulfull, a leading name in the ‘good-for-you’ snacks and breakfast cereals 

Continue Reading

February 22, 2024 | By Rupkatha B
Jean-Luc Graziato, Chief Commercial Officer of Majid Al Futtaim – Retail and Alia Al Harmoodi, Acting CEO of the Environment, Health and Safety Agency

Majid Al Futtaim – Retail, which holds the exclusive franchise to operate 

Continue Reading

February 20, 2024 | By RetailME Bureau
Krishna Dhanak, Managing Director, Alpen Capital

In an exclusive interview Krishna Dhanak, Managing Director, Alpen Capital shared insights 

Continue Reading

February 19, 2024 | By Rupkatha B
Majed M. Al-Tahan, Co-founder & Managing Director, Danube Online

As digital transformation across the retail industry continues to accelerate, the expectations 

Continue Reading

December 19, 2023 | By RetailME Bureau
Frederic Levy-Perrault, CEO, Al Raya Supermarket

Saudi Arabia-based grocery retail chain Al Raya Supermarket serves over 100,000 customers 

Continue Reading

December 15, 2023 | By RetailME Bureau
Ahmad AR. BinDawood, Chief Executive Officer, BinDawood Holding

BinDawood Holding has a rich Saudi heritage, spanning over 50 years, 38 

Continue Reading

December 13, 2023 | By RetailME Bureau
Majid Al Futtaim Retail commits to Collaborative Impact Goals at COP28

Majid Al Futtaim Retail, which owns the exclusive rights to operate Carrefour 

Continue Reading

December 8, 2023 | By Rupkatha B
BinDawood Holding Company earns Honorary Shield for Compliance Excellence

BinDawood Holding Company has earned an Honorary Shield, a distinguished recognition by 

Continue Reading

December 6, 2023 | By RetailME Bureau
First Movers Coalition for Food to create up to $20-bn value chain for sustainable farming

The World Economic Forum, with support from the Government of the United 

Continue Reading

December 5, 2023 | By RetailME Bureau
Food consumption in the GCC to grow at a steady pace

Food consumption in the GCC is set to grow at a CAGR 

Continue Reading

November 29, 2023 | By RetailME Bureau




Download Images RetailME Magazine