OUR FLAVA IT BRAND 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! In a pursuit to bring to life some of Mob’s most beloved recipes, we dropped 2 exclusive flavour ranges in 2024 that were exclusive to Aldi.
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.
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 for our January 2024 drop: Creamy Halloumi Curry, Honey & Chorizo Chilli, Triple Chilli Pasta, and Pulled Chicken Tacos.
With booming success from the first launch, The Flava People and Mob continued to work in collaboration to create a few summer-inspired range of 4, including: Honey & Harissa, Spicy ‘Nduja, Smoky Chipotle and Sticky 5 Spice.
BRINGING THE COLLABORATION TO LIFE
In January and September 2024, Aldi stocked our ranges of Mob x Flava It! branded products across their 1,000 stores in free-standing display units (FSDU) across all UK stores. In collaboration with Aldi’s marketing team, Flava It!’s socials and Mob’s mighty media presence (in 2024 alone, Mob reached 519 million people on social media), we brought the range to life through a range of digital and in-store activations. In addition to in-store activation, we incorporated QR codes in display and packaging design 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!
