Posts in PR
Protein: Is there a more powerful word today?
 
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"PROTEIN IS ONE OF THE MOST POWERFUL WORDS IN FOOD TODAY. AND IMPORTANTLY, A VERY PROFITABLE WORD AT THAT."


I don’t know what you’re up to while you’re reading this. To be honest, it would be weird if I did. But, if you’re having a bite to eat, some yoghurt for breakfast, a salad at lunch, or a quick snack, take a look at the packaging. There’s one word that’s probably big, bright and bold on the packet: protein.

And that’s no surprise. It’s one of the most powerful words in food today. And importantly, a very profitable word at that.

Over the last few months, we’ve noticed more and more brands, across retail and foodservice, are shouting about the amount of protein in their food. The question is, why? And should you be doing more to shout about the P word?

 

WHY PROTEIN HAS BECOME SO POPULAR

Protein isn’t new. We all know it’s an integral part of a healthy, balanced diet. But in recent years, more and more people are looking to increase their protein levels, and embark on high-protein diets. 

One part of this is health. As more Protein is key to rebuild muscle after exercise. With healthy eating and a healthy lifestyle more popular than ever, it’s no surprise that protein has become even more vital. Whether it’s to repair muscle or just to keep a diet balanced, people clearly care more about it, and are looking for it in every meal.

But, are people getting their protein fix from food or from something different?

 

SPECIAL SUPPLEMENTS OR A SUPERB SUPPER?

Much like all those protein-powered lifters at your local gym, the supplement market has grown a heck of a lot in the last decade. In 2007, the market was worth £73m in the UK. Last year, that reached £358m[1]. For anyone wondering, that’s close to a 400% increase.

While they are very popular, there are a whole lot of reports looking at the potential health issues of supplements[2]. The jury’s still out on all of this, but one thing’s clear: there’s a lot of profit up for grabs in protein. So it’s no surprise food is trying to grab some of the audience.

 

HOW TO PROFIT FROM PROTEIN

The UK has seen a huge increase in demand to satisfy consumers’ protein cravings. To reach this audience, being loud and protein proud on your packaging is a clear tactic. From the 10g somehow squeezed into a snack bar, to the 5g elegantly placed into a smoothie, it’s always a number to shout about.

Away from the shops, get clever with your menus. Highlight how much protein is in each meal, or better yet have a dedicated menu. Healthy eating is a trend that won’t be going anywhere anytime soon, so you’ll get a lot of usage out of those menus.

For a perfect double-header, get your protein profits from plant-based products (try saying that five times quickly). Flexitarians are everywhere, and just like protein sales, that number keeps on growing. People may not want the meat, but they still want to meet their protein daily quota. Plant-based products are the solution.

So, if you’re not shouting about protein yet, now’s the time. This is a trend that’s going nowhere soon. 


[1] https://www.statista.com/statistics/727396/market-value-of-sports-related-protein-products-uk/

[2] https://healthyeating.sfgate.com/health-risks-protein-supplements-6597.html

 
Coal drops year: A template for the future of retail?
 
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"The new shopping district is the biggest development in central London for more than 150 years."


Morty & Bob’s is the latest Instafamous restaurant to join Coal Drops Yard when it opens this autumn. It’s part of an already starry line-up of eateries, including Barrafina, Casa Pastor and The Drop, all of which are set to open in the new King’s Cross development on 26th October 2018.

The new shopping district is the biggest development in central London for more than 150 years. It forms part of the King’s Cross regeneration plan which, once complete, will be home to 50 new buildings, 1,900 new homes, 20 new streets, 10 public parks and squares and 26 acres of open space. It’s so beefy it’s even got its own postcode.

With constant news headlines about the death of the high street, is Coal Drops just what the UK retail scene needs? With the aim of becoming a neighbourhood amid an era of generic townscapes, it’s a scheme that – if it proves a success – could provide a template for urban retail for decades to come.

Here’s why.

BESPOKE ARCHITECTURE

The mix of sweeping modern curves, concrete and historic architecture designed by hip Heatherwick studio and realised by developer Argent is taking its final shape and is nearly 75% leased. The location of every retail unit has been cleverly determined. Michelin-starred French chef Alain Ducasse’s café and shop, Le Chocolat, is near the entrance, so the smell of warm chocolate wafts along the canal, drawing people in viscerally.

IT’S BARELY BRANDED

Even the hoardings around the development and its head office are discreetly labelled. It’s the antithesis to Westfield’s near-generic blueprints, which feature mostly indoor shopping spaces.

IT RECALIBRATES WHAT GROUP RETAILING MEANS

As well as homes, offices and education (Central Saint Martins is just next door in Granary Square), its village-like layout has plenty of opportunities for outdoor events based around music and culture. Public areas and wow factor brand concept spaces act as a conduit for engaging with young trendsetters and tastemakers that can’t necessarily shop at this stage, but are future spenders.

THERE’S A SHREWD MIX OF HIGH AND LOW END RETAILERS

Like a petri dish for the evolving retail sector, Coal Drops packs in a wide variety of shops, from global names like Samsung and Paul Smith, through to artisanal brands like eyewear label Cubitts, eco-luxe accessories company Lost Property London and cult homewares designer Tom Dixon. Concept-led stores offer everything from pencils and candles up to lighting and furniture. After all, shoppers rarely stick to one price point nowadays.

AND IT MAKES THINGS MORE ACCESSIBLE FOR SMALLER RETAILERS, TOO…

Several collectives in Lower Stable Street, which comprises smaller units, will be given over to smaller retailers and collectives, many of which will undertake events like product-making workshops with local schools. There’s also specific space for service-based tenants in the grooming and beauty world such as barbershops, beauty salons and a tattoo joint.

FINANCIAL POTENTIAL IS CONSIDERABLE

With the halo effect of the commercial-institutional heavyweights set to open, Coal Drops could be registering a potential spending power of approximately £1.6bn per year – if it can deliver the concept authentically. With only three months to go, we don’t have to wait long to see if a retail scheme 160 years in the making will succeed where other high streets have failed.