Getting the numbers right
Extensive testing was carried out as part of the launch of Smart Choice, the new range of own-label products from 3663.
As Alex Fisher, managing director of 3663, said at the launch "Every product has been tested by panels drawn from different parts of the business. Every tasting was done against every own-label competitor and everything was done blind - so that the tests were fair and without prejudice."
"It was an onerous task," he said "especially when you have half a dozen different variants of pickled egg to eat at 11 in the evening!"
The result of this thorough testing, according to Fisher, is "we can say we really do have the best own label range of quality in the industry."
The list of 860 products will progressively replace the Booker Chef's Larder label over the next three months.
The products include everything from baked beans, self raising flour, custard powder, sultana scones to minestrone soup and béchamel sauce mix.
Packaging and design is an integral part of the new range. Research conducted by 3663 over a six month period reveals that traditionally the last people to be considered, when designing packaging, were those that actually handled the goods.
All products have been colour coded so that customers can see at a glance what temperature each product should be stored at - Blue for Frozen, Green for Chilled, Red for Grocery and Magenta for Non-Food.
The packaging is also designed to differentiate between different grades of product quality within the brands. Premium products have a distinctive colourful look while economy products have a look more appropriate to that end of the market.
Once the packaging had been decided, 3663 tested the designs for ease of use in warehouse conditions and 200 mock boxes were made up in various configurations.
Products are labelled on all sides of the box for easy identification and there is also a system of icons and symbols to identify how products should be stored or prepared.
As Fisher said: "The designs had to be striking and modern, we really wanted everyone to be able to spot that these were our products from a mile away. Drivers and checkers need to tell what is on a palette or in a cage quickly so easily read labelling on all sides of a pack was essential."
The British Frozen Food Federation has already asked if they can use the basic principles of Smart Choice packaging design as the blueprint for industry packaging.
The company has also introduced a 3663 Quality assurance programme.
Fisher says "A new product process and revisiting the benchmarking of the products regularly will be an integral part of this."
3663 has introduced a new improved Advice Centre, which can provide information on ingredients, theming, point-of-sale material, recipes and cooking instructions.
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