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- W84832079 abstract "Millie’s Meals is an innovative, customer focused socially responsible producer of children’s food based in the UK. In the period from 2005-2010, the company grew at an average of 150% a year, placing in in the top ten of the influential Sunday Times Fast Track 100. Millie’s Meals relies on the fact that food is not just about taste; it’s also about colours, textures and names from the consumer’s perspective. The parental value proposition is presented as organic, natural and convenient foods and a substitute for home cooking. The global recession began to bite deeply into Millie’s target demographic. The brand sought to speak to all parents, but its heartland was the classic A, B, C1, middle and upper middle class family. Traditionally health and lifestyle conscious and very brand aware, austerity measures brought in by the new government, cuts to child benefit, and job losses led to a ‘tightening of belts’ and a move away from premium brands to cheaper alternatives. Fast-mover advantage has now been lost and the market is saturated with similar products. What is it to do? Possibly it could change from organic produce to much cheaper ingredients or seek alternative channels." @default.
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- W84832079 date "2014-01-01" @default.
- W84832079 modified "2023-09-24" @default.
- W84832079 title "Millie's Meals: when the going gets tough" @default.
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