Cost Sector Catering: What are your business’s challenges and main drivers?
Jon White: When it comes to waffles the main challenge we face is that almost all products are currently imported from Belgium at a very cheap price thanks to the euro exchange rate. This supply arrangement has been in-situ for a very long time and is very stable, making it extremely difficult for relative newcomers, such as we are, to break into the sector. However, the upside to this is that it has caused us to drive our innovation into different product categories, and very successfully. For example, one of our bestselling products over the past 12 months has been our range of savoury waffles, which includes a black pepper and a rosemary product.
What is your opinion about the possibility of a sugar tax being imposed? What impact, if any, will it have on your business if it goes ahead?
I don’t think the sugar tax will actually solve the challenges it’s designed for. However, as a manufacturer of products that are traditionally high in sugar, we need to be mindful of its impact. We already manufacture products with reduced sugar levels in them, and that is how they are marketed. I would therefore suggest that the sugar tax may actually benefit Enjays as customers increasingly go in search of products that deliver sweetness without containing excessive amounts of sugar.
What advice are you offering your customers?
My advice to our customers would be to listen to theirs. For whatever reason, consumers are invariably going to treat themselves to something sweet every now and then, with or without a sugar tax, and so to completely remove all sugary products would be somewhat draconian. That said, there is a steady shift towards healthy eating among consumers so our customers need to be mindful of providing options for them too.
What are your bestsellers in the cost sector? Are you working on any initiatives/partnerships relevant to these operators?
Our bestselling ranges are our reduced sugar waffles and pancakes, which have enjoyed huge success in the education sector. As with many areas of cost sector catering, school caterers are looking for products that offer the dream combination of health, simplicity, variety, accurate portion control and a genuine point of difference, which is where pancakes and waffles come in.
Introducing flavours such as maple and blueberry has kept the products sweet and enabled us to remove around 40% of the sugar. These products provide school caterers with a quick, easy solution and myriad different serving options. We are now seeing them being served as a basis for sweet and savoury breakfasts, with bacon or perhaps fruit, yogurt or honey, served again at mid-morning break, and once more at lunchtime as a dessert with ice cream or fruit.
Outside of the education sector the same operational benefits apply and so with a little creativity the products can be of great benefit here too. For example, by using a waffle or pancake as the carrier and changing the topping to, say, maple syrup, healthcare caterers can offer diners a menu option that provides a high-energy, high-calorie, sugar hit to build strength and aid recovery.
What are you wishing for in 2016?
For the government to declare a waffle Wednesday to go with pancake Tuesday.