Record Breaking Rowan Glen
The Rowan Glen site continues to go from strength to strength with the highest level of sales being achieved at the start of 2007 since the Dale Farm acquisition of the company back in 2002.
This record breaking achievement is a combination of Rowan Glen range performance and the important own brand
UK wide supply of probiotic drinks to Marks and Spencer and Tesco.
Forecasts for the year ahead anticipate that the Rowan Glen brand will be valued at a staggering £4million increasing it’s importance not only within the Dale Farm Group portfolio but also within the Scottish marketplace.
Back in 2002 Dale Farm carried out a major investment programme at the Newton Stewart based plant aimed at growing the company’s foothold within the wider dairy foods market. The challenge was to provide a strong product portfolio, without sacrificing quality or taste.
The yogurt range was reformulated and relaunched and a full family of dairy products, including butter, spreads and cheese were launched over the years. A combined sales and marketing effort targeting new customers and highlighting the support behind the brand with it’s Scottish provenance, and increasing the quantity of ranges on shelf, has resulted in the brand now being stocked across Scotland in all the key multiple and symbol groups with greater visibility by consumers than ever before.
Joyce Patterson, Marketing Manager comments "A key component of Rowan Glen’s growth strategy for 2007 is a continued marketing emphasis aimed at supporting new product launches and reinforcing the existing brand strength.
This year we plan to conduct focus groups with our Scottish consumers to understand how they have perceived the brand development over the years and to set the scene for our marketing communications and further build on the brand success to date. Promotional activity, tasting events in-store and increased consumer press coverage will be fundamental in the coming months."
