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Brand innovation delivers for Macphie

With their market research showing a growing consumer interest in restaurant quality food to serve at dinner parties, Macphie seized the opportunity to create a unique range of dessert solutions: DeviliShh "posh puds".

The innovative product development behind DeviliShh was matched by an inspiring marketing campaign and the creation of pudding parties hosted by Macphie cheeky devils to sell their brand to people in their own homes.

• With ambitious plans to double its sales and profit over the next ten years, Macphie launched its first retail brand DeviliShh in 2010.
• DeviliShh is a wickedly indulgent range of “posh puddings” and are now stocked in over 300 fine food retailers.
• Macphie's investment has paid for itself, securing national retail listings for DeviliShh which outsells its nearest competitor by 10:1.

A growth in the number of people dining-out-in as a result of the recession and fashionable shows such as “Come Dine With Me”, has meant that dinner parties have never been more popular. However, there was also a clear gap in the market between recipes produced from scratch and ready to eat desserts. Macphie seized this opportunity to innovate and climb further up the value chain.

Macphie embarked on an 18 month journey of brand and product innovation, which led to the launch of DeviliShh “posh puds”, Macphie's first retail brand. Macphie produces high quality innovative ingredients for bakers, chefs and food manufacturers but has never sold direct to the consumer.

Research showed that one third of consumers lack confidence to make desserts from scratch. DeviliShh “posh puds” have been designed for people who love to entertain but lack the time, skill or inclination to make desserts from scratch. Even novices can create restaurant-quality puds without spending hours in the kitchen. The range includes crème brulee, panna cotta, pot au chocolat and crème caramel. Six complimentary fruit coulis and sweet sauces provide the perfect finishing touch.

To launch the product, a nationwide campaign was developed to bring the brand to life. Macphie used a range of innovative marketing tactics to raise brand awareness and encourage consumers to engage with, and sample the products.

This included a high profile PR campaign and attendance at foodie festivals. An e-commerce site was set up and the company has also built an online community using Facebook and Twitter. Another bold idea was DeviliShh pudding parties, which have seen DeviliShh become one of the latest home party crazes. Hosted by Macphie cheeky devils, the parties sell the brand concept to people in their own homes by demonstrating how easy they are to create.

The results?

DeviliShh has secured listings with Lakeland, Dobbies, Waitrose, Booths and fine food retailers nationwide. Not only that, but DeviliShh has scooped two prestigious innovation awards and also won two Great Taste Awards.

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