Brand History
Ernest Adams has been around since the 1920’s and was started by the English-born Adams who came from a family of bakers who immigrated to Australasia.
Ernest Adams has won an award for being the number one baked brand on New Zealand. The brand was acquired by Goodman Fielder in 1999 who sell in New Zealand and Australia. Ernest Adams is New Zealand’s favourite bakery brand.
They are New Zealand’s biggest and leading sweet-baked brand offering a range of products such as slices, loaves, cookies, éclairs, brandy snaps, meringues, profiteroles, cakes, sponges, puddings and tarts, along with gluten free options.
Product
Ernest Adams offers a huge range of baked goods, including pastry, cakes, desserts and biscuits. They market themselves as a homemade brand and claims the biscuits ‘taste just like homemade.’ The brand is ‘New Zealand’s leading sweet-baked brand’ and in 2011 added a large number of gluten free options to their range.
The range is constantly growing and now includes:
Ernest Adams Shortbread Biscuits, 350g
Ernest Adams Apricot Chocolate Chip, 350g
Ernest Adams Brownie Slice, 350g (available in gluten free)
Ernest Adams Raspberry Slice, 350g (available in gluten free)
Ernest Adams Caramel slice, 350g (available in gluten free)
Ernest Adams Ginger slice, 300g
Ernest Adams Fruit Slice, 300g
Ernest Adams Gooey Caramel Slice, 300g
Ernest Adams Louise Slice, 350g
Ernest Adams Apricot Slice, 300g
Ernest Adams Sultana Cake, 450g
Ernest Adams Chocolate Cake, 350g (available in gluten free)
Ernest Adams Fruit Cake, 400g or 680g
Ernest Adams Jamaican Cake, 330g (available in gluten free)
Ernest Adams Lemon Cake, 350g (available in gluten free)
Ernest Adams Maderia Cake, 280g
Ernest Adams Lamington, 300g
Ernest Adams Unfilled Sponge Roll, 225g
Ernest Adams Raspberry Sponge Roll 280g
Ernest Adams Sweet loaf (Date and Walnut, Banana Choc Chip, Apricot and Sultana, Ginger), 400g
Ernest Adams Éclairs, 10pk
Price
Ernest Adams is priced pretty standardly at around $3.50 - $3.75 which is a fairly affordable price for 350g of biscuits and 14?? servings. This comes out at $1.00/100g. In comparison to other biscuit packets which cost at least $3.50 for much less (around 200g) this is a very good value. In comparison to other bagged biscuits this is definitely a good price.
Ernest Adam’s Chocolate Chip (350g) – $3.50 ($1.00/100g)
Homebrand Chocolate Chip (350g) – $2.95 ($0.84/100g)
Arnotts Farmbake Chocolate Chip (350g) – $4.39 ($1.25/100g)
Griffins Cookie Bear Chocolate Chip (320g) – $5.09 ($1.59/100g)
Place
Ernest Adams is sold in every supermarket except Pak'n'save and some dairys (assuming they sell Farmbake) and is always placed next to the Farmbake cookies up high in the shelves with the Homebrand underneath, on floor level.
Promotion
Ernest Adams has almost no advertising these days as there aren’t many bagged biscuits on the market and all seem to cater for a slightly different audience.
The brand doesn’t have a dedicated website although a short background can be found through the Goodman Fielder.
Ernest Adams also has no presence on social media.
ERNEST ADAMS : AFFORDABLE INDULGENCE
The Ernest Adams brand from Goodman Fielder
includes cakes, loaves, cookies, slices and Christmas seasonal products. In the
past several months the company has launched the Mackenzie Christmas Cake and
relaunched Ernest Adams. Since then Ernest Adams Christmas cakes have grown
11.8% against a category growth of 8.2%. The focus for the future is on the
core Ernest Adams range of cookies and improvements in packaging options across
the range.
Improved shelf appearance and consumer appeal is
a priority for the brand and a focus on superior product delivery to the
consumer is on the cards, as is improved product quality.
There is a move towards premiumised offers that
will see an emergence of flavours previously seen as cafe offerings, single
serve or individual treating, and treating on the go. There appears to be a
counter trend to ‘Health and Wellbeing’ that is best described as ‘Affordable
Indulgence’. Consumers are looking for
something special, to take them out of the every day; an unadulterated treat,
but one that can easily fit into the weekly grocery bill.
ARNOTT'S SWEET SURRENDER
Arnott’s is a significant player in the New
Zealand biscuit market with three of the five top brands with Shapes, Farmbake
and TimTam.
Arnott’s is the No. 1 player in Cookies with
42.1% share, Crackers with 45% share and Flavoured Snacks with 83.2% share and
the No. 2 player in Chocolate, Kids and Plain Sweet.
Key to Arnott’s success in the New Zealand market
is its innovation of key brands and its significant TV support in the trade
with consumer promotions. The last two consumer promotion run with Tim Tam
Sweet Surrender and a Coronation St promotion resulted in over 28,000 entries
combined.
Arnott’s out-spends its competitors on TV by
three to one supporting its key brands Tim Tam, Vita-Weat, Shapes as well as
consumer promotions.
Some key highlights over the past year include:
• Vita-Weat growth in the past 12 months moving
the brand from $4.3 million to $7.4 million. This significant growth has been
driven by the brand positioning “surprisingly tasty” resonating in a
health-conscious market and supported by a New Zealand-specific TV
communication. Growth in the core crispbread SKUs achieved 23.8% and the
remainder of the growth came from the extension of the brand into a new segment
– healthy snacking – where Vita-Weat added $2.1 million to this segment in the
first year with the launch of Vita-Weat Grain Snacks. This huge increase in
consumption has come from penetration where the brand has moved from 20% to
35.8% since June 2008.
• Shapes continues to be the dominant brand in
the flavoured snacks segment and continues to innovate with new products. In
2008, Flavours of the World launched adding $880,000 to the brand and in June 2009
Shapes launched Mini Munchies moving the brand towards a mini products trend
and increasing consumption in snacking occasions. Shapes MAT value sales are
almost $18 million with almost half of all households consuming Shapes in a
year.
Significant packaging artwork improvements have
been executed across Plains, Creams and are now moving into Chocolate.
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