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Full on flavour. Less faff.
OUR FLAVA IT BRAND HAS TEAMED UP WITH MEAL-TIME MASTERS, MOB AND ALDI TO PROVIDE ACCESSIBLE AND DELICIOUS MEALS – THAT DON’T BREAK THE BANK
We worked collaboratively with the Mob team to bring this vision to life across Aldi UK’s 1,000 stores!
SPOTTING THE OPPORTUNY
The Flava People initially starting working with Mob in 2022 to create a range of digital educational content that promoted our existing Guinness and YO! retailer products. After we met the team and saw their consumer engagement capabilities, we also found out more about the brand’s relationship with one of the companies we supply products for – Aldi.
Impressed by the reach and credibility Mob brought our existing licensed-brands, we started thinking outside the box about applications for our own-label products, in particular our brand Flava It! We recognised that there was a clear tie between the 3 businesses, and a synergy towards the same ethos’; simple, affordable, fun recipes that you’ll actually cook at home.
From our near 50 years of flavour expertise on what makes dinners, we recognised that Mob could tap into their consumers’ demand for something in the physical space – such as a mob x flava it sachet. We realised there was a gap for Mob to launch tangible products that could be accessed in-store, and further solidified the brand for providing affordable and accessible cooking solutions.
IN 2023 ALONE, MOB REACHED 419M PEOPLE THROUGH SOCIAL MEDIA ENGAGEMENT
THE DEVELOPMENT PROCESS
From our first face-to-face meeting at the Mob kitchens in London, in May 2023 we hit the ground running establishing a completely collaborative approach since day one. After initially talking through concepts, both teams aligned on creating a product that primarily focussed on combatting the current cost of living crisis with a solution that saved people time and money, whilst delivering on flavour factor. We continued to arrange site cook-ups and tasting sessions in the following months, until we agreed on 4 core products to launch into store: Creamy Halloumi Curry, Honey & Chorizo Chilli, Triple Chilli Pasta, and Pulled Chicken Tacos.
LAUNCHING INTO 1,000 ALDI STORES IN THE UK FROM 25TH JANUARY 2024
BRINGING THE COLLABORATION TO LIFE
From the 25th of January 2024, Aldi will be stocking our 1,000 Mob x Flava It! branded free-standing display units (FSDU) across all UK stores. We’ll be extending our product offering into the digital space, through using QR codes to link to a range of delicious recipes and list ingredients to buy for each, whilst shopping in Aldi. Each sachet tailors to different dietary requirements in the range, whilst allowing versatility for the more confident cooks!
As well as in-store activation, Mob will be promoting the range to their millions of social media followers and email subscribers, whilst stocks last in Aldi!
In what marks the start of Flava It! & Mob’s 3-year partnership, we hope our brand-led innovation will set out to achieve its goal to provide Aldi consumers’ with inspiration to cook nutritious, accessible and affordable meals. Watch this space for summer 2024…
Fancy finding out how we could work together?
