Developing and launching a new snack range for Waf*FULLS

The team at Worldwide Food Sourcing have built a very successful model, sourcing and supplying food and drink propositions in the private label sector. In 2017 they made the key strategic decision to begin to build a branded portfolio and Phil was brought in to help create the strategy and build the proposition which would ultimately launch in Spring 2018.

Waf*FULLS is a new branded snack range which features a unique waffle product filled with a range of incremental and popular mainstream flavours. Research indicated the product appeal and Phil led the development of the brand design architecture, securing the global IP, consumer and trade launch plan, commercial rationale and new flavour funnel.

The range launched into the baked goods category in Asda and the independent retail trade in February 2018. With initial sales exceeding forecasts by more than double it was clear there was significant potential in the Waf*FULLS brand. During 2018 and 2019 the brand was launched into additional retail channels as well as securing distribution in the Irish market. With demand for new flavours, Salted Caramel and Double Chocolate variants were developed and launched helping add incremental choice to the range. 2020 will see further exciting news for the brand with listings secured in Australia and a new multipack pack format introduced.

Having worked closely with Phil at Nestle I was certain he would be perfect to help us with our vision to create a new branded range for our business. Phil took on leadership of all elements of the Waf*FULLS brand development from concept through to delivery. We are thrilled with the end results and in market performance has been exceptional and we are now working closely with Phil to help develop further exciting plans for the brand in the coming months and years.

Paul Scandrett, CEO and founder, Worldwide Food Sourcing