Waf*FULLS – Developing and launching a brand-new snacking range

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 and already brand momentum has far exceeded expectations with sales more than double the levels forecast by the Asda buyer. The Waf*FULLS brand will continue to grow domestically and internationally in late 2018 with internal expectations of further expansion of the equity into new categories planned.

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 & Founder – Worldwide Food Sourcing