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Article: Jacob's ladder to the future: MD Mohamed Elsarky is targeting his iconic brand at new consumers and markets.
- Article from:
- Grocer
- Article date:
- September 27, 2003
- Author:
CopyrightCOPYRIGHT 2003 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It's really bad," sighed a young friend the other day as she bemoaned the empty shelves at her local supermarket. "You couldn't even get any Jacob's cream crackers."
That she picked the stalwart of granny's biscuit tin as a litmus test of availability came as a bit of a surprise--she is under the age of 30 and prefers her biscuits chocolate-coated.
That she would not have put it in her trolley encapsulates the key challenge facing Mohamed Elsarky, the new MD at Jacob's: how to translate the strong brand awareness of its more traditional lines like Jacob's Cream Crackers, Twiglets, Club and Tuc into hard sales while building on the success of new lines ...