Aruna Sauces - Food Development Workshop


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A presentaion by Sarah Nic Lochlainn of Aruna Sauces as part of Enterprise week 2013 - Food Product Development Workshop

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Aruna Sauces - Food Development Workshop

  1. 1. Agenda• Aruna Founders• Aruna Story• Critical Path to date• Plans for the future• PR and Marketing• Funding & Finance• Challenges• Coping Strategy
  2. 2. Aruna FoundersSarajit Chanda (Director)First learned to cook from his mother Aruna in BangladeshExecutive chef in restaurants in Calcutta – Sydney - Dublin since 1997MD in own food business since 2005Passion for New Product Development. International experience in recreatingauthentic ethnic recipesSarah Nic Lochlainn (Director)BA in languages led Sarah to travel and gain international experience inbusinessKeen eye for opportunities and how to exploit themExperienced in management of business and brandsTrained in strategy, production, viability, finance, logistics & marketingEstablished contacts with media, state agencies, food trade & distributors
  3. 3. SarajitChanda, Chef/Proprietor of Fuchsia House Restaurantuses his mother Aruna’s recipes to createauthentic, nutritious, del icious curries
  4. 4. In 2010 Sarajit and his wife, Sarah spotted a gap in the growing “Dining at Home” market and used Aruna’s recipes to create the award-winningAruna Sauces range
  5. 5. Aruna Sauces provide home cooks with the opportunity to create restaurant-quality food in their own kitchens, without compromising on quality or heritage
  6. 6. Available inCurry, Korma, Roganj osh, Tikka Masala Gluten Free and Madras, Additive Free Aruna Sauces are MSG Free clean label
  7. 7. Aruna is multi Award-winningand is produced in a BRC Grade A facility
  8. 8. In 2012, we listed 250 new stockists in Ireland and Northern Ireland. These include Superquinn, Supervalu, Spar/Eurospar, Dunnes.Aruna will be listed in Tesco in April ’13.
  9. 9. In April, we will move to a Larger pack for same RSPpre-printed pouch which greater value for money for consumers opens Aruna up to family marketimproves Aruna as follows: RSP €2.49 appeals to cost-conscious shoppers Packaging more robust no breakages Packaging more attractive better stand out on shelf Longer shelf-life, 8 weeks 0% waste Clearer instructions for use Aruna Sauce + Meat = Meal Solution
  10. 10. Aruna’s USPs: Authentic recipe passed down from mother to son Restaurant Quality food at home prepared by professional chef Gluten Free Fresh, chilled sauce allows consumers to create healthy, nutritious meals with ease and convenience
  11. 11. 2010• Founded Aruna• Sold product at local farmers markets• Completed feasibility study• Launched branded range• Won Blas na hEireann Awards• Designated HPSU status by EI• Listed in 20 retail outlets
  12. 12. 2011• Won many awards including Best Start-up and Best Overall Business in Co. Louth• Sold Aruna at regional food festivals nationwide• Production outgrew Fuchsia House• Appointed contract manufacturer• Listed in 60 retail outlets• Doubled 2010 sales
  13. 13. 2012• Dragons’ Den• Moved production to factory• Meetings with multiples• Appointed distributors• Began exporting• Won Bronze at National Start-up Awards• Listed in 300 retail outlets in ROI and NI• Doubled 2011 sales
  14. 14. 2013• Changing product offering based on Market Research• Appointing a distributor for ROI• Launch in Tesco April ‘13• Developing a strategy for UK• Meeting with ROI, NI and UK multiples
  15. 15. Projected Sales• 2013 €350-400k• 2014 €1m• 2015 €3m
  16. 16. PR & Marketing• Local Newspapers and Radio• Ireland AM• National Newspapers – SBP, Times, Indo, FJ• Dragons’ Den• Nationwide• EI & CEB Bulletins• National Women’s Enterprise Day• Facebook & Twitter• Websites & Blogs
  17. 17. Funding & Finance• Running Costs funded by sales• Growth funded by directors’ salaries• Louth CEB – Feasibility Study• Bord Bia – MAP Grant• Louth CEB – Priming Grant• BOI - €5k overdraft, €5k term loan, €2k credit cards• Dragons’ Den – Gavin Duffy €30k• Applying to BOI for funding to print new packaging
  18. 18. Challenges• Time management• Cashflow management• Recruitment• Childcare• Creating a “no-brainer”• Social Protection Policy
  19. 19. CopingMechanisms
  20. 20. Enjoy the Flight!
  21. 21. (0) 41 6871122Aruna Sauces, Fuchsia House, Dundalk Road, Ardee, Co. Louth,