Vegetarian frozen food producer Linda McCartney has increased sales by more than 57pc in a 12-week period up to October. The Fakenham-based brand has seen sales soar since a product relaunch last year by its new owner, the US-based Hain Celestial Group.The relaunch, backed by the McCartney family, included promoting products to a wider target audience, new product lines and improvements to the firm’s distribution network.
It saw Linda McCartney product sales rise to £10m in the year to November 1 – up 32pc on the last financial year.In the same period, the firm’s output increased 27pc to 7.1million units of meat-free frozen meals made at the Fakenham factory in the same period. The rise in popularity was more pronounced in the 12 weeks up to October 4, with sales rising 57pc, to £2.4m. A spokesman for the firm said the rise in sales came after a year of little happening with the brand but that now, following the relaunch, it was back in the game. “The Linda McCartney brand is very much back after its relaunch last year,” a spokesman said.
“We have tastier products to appeal to a broader target audience as well as brand devotees. The launch was supported by Taste the Change sampling tour, PR activity and the McCartney family.
“Distribution has been built up over the period across the trade with new lines being added to the range recently.”The brand now has 6pc market share of the frozen meat-free category.
It has also recently launched a Falafel product, a first for the brand in the snack market, a Vegetarian Roast and a Chicken-Style Burger.Its core products have been vegetarian sausages and Cornish pasties and country pies, all made at the Holt Road plant which employs about 180 staff.
Linda McCartney frozen foods was set up in 1991 by the late wife of Sir Paul McCartney. Hain Celestial bought Linda McCartney from Heinz in 2006 for a reported £10m. The deal was part of a wider sell-off by Heinz of its frozen foods business.
Hain also makes Soy Dream and Rice Dream non-dairy drinks and Terra Chips gourmet crisps. At the Fakenham site the firm also produces Ross under licence, Realeat, to the catering sector, and various own brands.
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