RA Trading Ltd has become official UK distributor for Nestle’s premium ‘Damak’ confectionery brand, in a move RA says is ‘the cornerstone of an exciting new model in FMCG.’
The agreement with Nestle (Turkey) supports RA’s strategic expansion. This strategy is to work with carefully selected global brand owners, to bring a very small range of what it called ‘interesting, on-trend and high rate-of-sale brands’ to market.
Niyazi Uludag, Managing Director of RA said: ‘All brands we serve will be carefully seeded and nurtured for scale-up. This takes time – so we been both selective, ambitious and patient in equal measure to shortlist the companies and brands we really want to work with. We were delighted when Nestle (Turkey), part of the world’s biggest food and drink company, shared our vision, and are honoured that they trust us to grow their premium brands through this long-term partnership’.
RA has been preparing for a scale-up for some time. Investments have included a new distribution facility in London, and expanded sales and marketing resources. Most recently, RA secured the services of FMCG veteran Trystan Farnworth. Trystan previously spent a decade in executive roles at Britvic, including as Commercial Director in their GB and Ireland business units. He was also their inaugural Sustainability Director. Most recently, he spent two years developing new business models taking Britvic into new markets. Niyazi added- ‘Trystan’s skill set is a perfectly timed accelerator for us’.
Taking its name from the Turkish word for taste, Nestle’s Damak pistachio based brand combines creamy Nestle chocolate with fine pistachios grown in the renown Gaziantep region. Dark, White and Milk chocolate variants are available, plus flavours such as baklava, caramel and turkish delight. RA will supply two formats meet different consumer need states – 60g square bars and 30g wafer singles. Wafers will be offered in the option of plain and a great value £1 PMP option on wafers – new innovation for this September. The £1 PMP option is being launched due to ‘repeated retailer requests for a compelling value message at a fair margin’.
Niyazi summarised the opportunity: ‘Damak is already the world’s no1 pistachio chocolate brand. Pistachio, as well as other flavours such as authentic Baklava, are currently under-served in the UK market. Damak squares also represent a great opportunity to unlock the affordable gifting shopper mission, again under-served at the moment. All this makes Damak a unique and timely incremental category opportunity which every retailer and wholesaler can enjoy’.
Then brand will be supported by a comprehensive marketing and promotional support. Stockist enquiries are welcome via RA Trading Ltd on 020 8443 3464 or sales@ratrading.co.uk
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