Caroline’s Real Bread Company are a small village bakery who produce and sell a variety of niche breads to cater for specific needs. Emphasis is placed on high-quality, fresh organic products. Their products are sold through their website, farmers markets, food festivals and other outlets. They also provide bread for specialist restaurants and café’s. This report provides an analysis and evaluation of the current state of the grocery market, and provides recommendations on the possible actions that should be undertaken for Caroline’s Real Bread Company to expend and take advantage of the current state of the industry.
Methods of analysis used in this report include PEST analysis which analyses the external factors…show more content… The report will highlight the recommendations to Caroline concerning her company and its current position in the market.
3. The Grocery Market
The government launched an advertising campaign in early 2013 to promote healthier eating habits in the UK (BBC 2013). The main aim of this campaign is to increase the awareness of “hidden nasties” such as fat and sugar in popular foods. This campaign is the latest in a long line of government aided movements in order to increase health awareness in the UK, some examples of others being change4life and 5 A Day. This latest movement shows that healthy eating is high on the agenda of the current government.
The government are under pressure to introduce new legislation to reduce the salt content in foods. The coalition is currently working with the industry, through the ‘Responsibility Deal’, to improve food content and labelling (Department of Health, 2013); however they are being challenged by labour to scrap this voluntary approach and to introduce tougher regulation and legislation in fighting foods high in fat, salt and sugar. One proposition includes a 30% cap on sugar content in cereals aimed at children. The on-going debates and propositions are increasing public awareness of healthy eating habits which benefit specialist local producers such as Caroline’s Real Bread Company.
According to new government rules, the UK’s food industry will be required to