Sauces and seasonings brand The Flava People has teamed up with leading online food recipe publisher Mob to create a range of seasoning packets exclusive to Aldi.
Launching in over 1,000 stores on 25 January, the Mob x Flava It! sachets offer popular recipes from the Mob website in a simple ‘one-stop-shop’ format. The four new sachets are Creamy Halloumi Curry, Honey & Chorizo Chilli, Pulled Chicken Tacos, and Triple Chilli Pasta.
To promote the partnership, the Mob team will be creating tailored recipe banks for each of the products in order to encourage consumers to look outside of the ‘core’ recipes and benefit from the versatility of the products. Social media content across Instagram and TikTok in both video and photo-form will aim to further engage Mob’s own audience to showcase how easily the products can create “game-changing” dinners. Bespoke newsletters will deliver recipes and content direct to subscribers’ inboxes, while on-shelf, in-store, and on-pack QR codes will offer shoppers cooking inspiration.
The partnership will also be supported in-store by branded free-standing display units.
Scott Dixon, Managing Director at The Flava People, commented: “The collaboration between Mob and Flava It! is game-changing for our category. We know from our own research and insight that in-store recipe ideas and dinner inspiration ranks amongst the top three reasons for shoppers (even during the current economic crisis) to buy and yet, as retail brands, we’re poor at offering this.flav
“This is where recipe masters like Mob can truly stand apart, drawing inspiration from interesting, versatile flavours from around the world people actually want to try. Mob’s halloumi curry recipe has over 150,000 views online, and is one of the recipes which inspired one of the sachets. This is something no brand or competitor across the entirety of retail can claim.
“Pairing up with our fuss-free Flava It! seasonings will allow home cooks to recreate Mob’s most popular recipes quickly, easily, and at a genuinely accessible price point. This is the definition of a true partnership in our eyes: two brands with much different histories but complimentary attitudes coming together to create something genuinely unique. We believe this is what we have delivered, and we can’t wait for people to try them for themselves.”
Ben Lebus, founder of Mob, added: “We have an incredibly engaged community at Mob who watch our content and use our recipes on a daily basis. To bring favourite recipes to life, we used our trend-led data as a basis for the development phase. But working with The Flava People team, we realised there was a gap for a tangible product in-store which would bring our recipes to life, and help our community create game-changing dinners regardless of the day or time available.”
NAM Implications:
- The issue here is not the innovative initiative and degree of potential engagement with shoppers…
- …but the fact that this is a discounter partnership.
- Which, if successful, anticipate rivals following…
- …and Aldi seeking more of the same.
- We shall keep you informed…
