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Yumi’s, our Australian chilled dips and snacks business, has grown strongly, benefiting from an increasing trend for meat-free foods and its 2018 acquisition by George Weston Foods.
With post-acquisition support and investment, Yumi’s has expanded its operational and marketing capability, enabling it to identify key opportunities and manufacture winning product ranges. It has continued to grow in its heartland of chilled dips via flavour extensions and by meeting demand for innovative tastes and textures.
New packing automation and filling equipment has increased production speeds and enabled Yumi’s to meet growing consumer and retailer demand for a wider dip range. Recent launches include a classic creamy garlic dip and a textured rocket and almond pesto hommus.
As a proud vegetarian brand, Yumi’s sees a great opportunity in plant-based foods, which are growing globally as consumers seek healthier choices.
Research shows that almost half of Australian adults are trying to eat less meat – as reflected in the sustained double-digit sales growth in major grocery retailers’ plant-based categories.
Yumi’s first launch in this arena, Veggie Bites, consisted of delicious bite-sized balls made from fresh vegetables with no preservatives.
This first-to-market offering, with its new product format and pouch packaging, was an instant hit. The range has now been expanded to five varieties including Zucchini & Lentil and Sweet Potato & Herbs.
Building on the success of Veggie Bites and continued category growth, Yumi’s identified an opportunity to expand into vegetarian burgers. Having no burger-packing capability, it invested in a new packing machine and expanded its frying and conveyer equipment. Aware that the primary barrier to sampling among the target ‘meat reducer’ audience was concern around taste, the burgers were crafted to delicious recipes with consumer communication centred on taste.
Investment has enabled Yumi’s to advertise through mass media, with the 2020 campaign including TV, online video and outdoor and in-store communication. This is a significant step forward for the brand, supporting new growth opportunities and product extensions.
