LOVE CORN co-founder Jamie McCloskey is under no illusions about the size of the task he’s set himself. ‘I know it’s super tough to get into the UK’s vending machines’, he says. ‘When operators have established crisps and chocolate lines that are selling through, it’s no wonder they’re reluctant to take them out to assess the potential of something completely new.’
Super tough it may be, but it’s a challenge that the company is ready for and at the heart of their proposal is the conviction that consumers are ready to embrace a new kind of snacking. Already, the company has succeeded where many have failed: ‘It’s equally tough to get listed in supermarkets’, Jamie says, ‘but we managed to do it and since then LOVE CORN’s shelf-space has increased to keep pace with consumer demand. Consumers want ‘Better For You’ alternatives to crisps and nuts, and LOVE CORN is the best solution.’
What’s more, the inclusion of LOVE CORN in the retailers’ ‘meal deals’ has hugely raised the profile of the product. It’s also confirmed their status as a family-friendly snack with a partnership with Minions and the launch of their lunchbox multipack format this year.
Due to this continued success the brand was handed The Grocer’s ‘SME Brand of the Year’ award in July. The magazine’s citation read: ‘LOVE CORN impressed the judges with its brilliant development of the crunchy corn brand, whose HFSS-compliant credentials stole shelf space from bagged snack giants in this highly competitive category’. As the judges said, ‘its sales figures speak for themselves’.
Not bad for a business that was established just seven years ago. Jamie’s co-founders are his brother Gavin and sister-in-law Missy, (who head-up the company’s US operations from New Jersey). The family’s ambition was to create a completely new snack category – ‘Crunchy Corn’ – which could succeed in a marketplace that was dominated by crisps and nuts. Today’s LOVE CORN is available in over 16,000 stores across the UK and US.
It’s not just supermarkets in which LOVE CORN has made its mark as they’ve been a big hit on the airlines. Following a partnership with BA Euro Traveller, passengers are handed a packet of LOVE CORN on every flight, so millions of passengers will experience their first delicious crunch. That’s a lot of people who will get to sample the product, risk free. Why has LOVE CORN been a big hit on the airlines? ‘Airlines are looking for a snack that has universal appeal, one that mum, dad, the teenagers and the picky little eaters love’, says Jamie.
LOVE CORN is ‘the fastest growing snack brand in their category’
The result of all this activity means LOVE CORN is ‘the fastest growing snack brand in their category.’
And so, to vending. Jamie and his team have been attending vending events, doing the hard miles to forge contacts. They were present at the AVS conference, and at Vendex Midlands. They will be at Vendex North in November.
But perhaps the single biggest achievement in pursuit of building business through the vending channel is the fact that ARN, the specialist vending wholesaler, has seen the potential of LOVE CORN and partnered with them. An introductory promotion through ARN is scheduled for the Autumn.
LOVE CORN have several mainstream flavours that have the appeal of crisps – Sea Salt, BBQ, Salt & Vinegar, Cheese & Onion to name a few. The product marketing reflects the simplicity of the product in three key selling points: ‘Perfect Crunch, Great Flavour, Simple Ingredients.’ It has 50% less fat than crisps, it’s high in fibre and low in sugar. It is certified Vegan, it is gluten free and it even has the blessing of KLBD, so it’s kosher, to boot.
‘In terms of vending locations, we are especially excited by the potential for sales in premium white-collar environments where the customer base want ‘Better For You’, Jamie says.
‘It’s all good’, as they say; but Jamie knows that many operators may still be reluctant to adjust their planograms to make way for the newcomer. ‘In some ways, it’s reminiscent of the arrival of non-alcoholic beer in licensed premises’, he says. ‘Landlords were asked to devote a draught tap to a ‘Better For You’ product and those who did have been rewarded by burgeoning sales.’ Jamie believes that those who take a similar leap of faith with LOVE CORN will enjoy the same positive payback down the line.
‘One thing that operators can count on is that we’re in it for the long haul’, Jamie says. ‘LOVE CORN is on its way to becoming a household name, one that sits alongside the giants of snacking and holds its own. Our products are perfect for ‘on the go’ purchases, we see vending machines and indeed micro markets as an ideal channel for us.’
A marriage made in Heaven? Feels like it might be…
Watch this space for more from LOVE CORN – it won’t be the last time you see them on Planet Vending.
