Millar McCowan

Over the years, the number of product offerings had increased dramatically. This meant that the key brands were being diluted by the fragmentation and number of product lines. The company was interested in developing a renewed product strategy and focus that would increase sales, reduce costs and re-invigorate their key brands. Moriarti were appointed to help develop the product strategy, roadmap and NPD focus going forward. In addition, Moriarti were also appointed to design a new company identity, web site, exhibition materials and any new packaging materials identified in the product audit.

The New McCowan's (Scotland) Limited is a sugar-based confectionery company that manufactures a diverse range of brands that appeal to a wide range of consumers and age groups. Historically, the company operated as two independent Scottish confectionery businesses until they were merged in 2005. The individual companies’ histories can be traced as far back as 1844, while today Millar McCowan is one Scotland’s principal independent manufacturers of branded sugar confectionery. Within the UK sugar confectionery market, the company is a leading supplier of children’s chew bars led by its WHAM offering. Another of the flagship brands, Highland Toffee, is over 80 years old and includes a wide range of traditional products ideal for the gift and export markets. The company’s Pan Drop mints, along with other lines such as Chocolate Eclairs, Chocolate Limes, and Blackcurrant & Liquorice, have remained firm favourites with consumers. The company also produces a new range of soft, chewy and refreshing Bonbons in various flavours that have been extremely well received.

Moriarti conducted a detailed product line audit that identified those products and product lines that contributed 80% of the total sales. It also identified those products that should be considered as end of life candidates. Moriarti subsequently devised a +1 product line extension strategy around the WHAM brand that would appeal to the Wholesale and Grocery sectors. Five new flavours of chew bar were created for WHAM. Moriarti also created a new sister brand ‘WHAM SWEETS’ to enable the company to use the brand equity of WHAM to create a range of non sour products. Moriarti has subsequently created more than 12 new product lines under the WHAM brand that provide product line extensions for the brand outside of chew bars. Moriarti also created 4 new, fun and contemporary Bonbon packaging designs for the company’s unique soft, chewy Bonbons. In addition Moriarti created a new company identity plus a full range of marketing communication materials that included a new corporate web site and on-line shop, company backgrounder, exhibition display stand, product adverts and sales support materials.