’s Last Stand

Traditional such as spotted dick, treacle tart and jam roly-poly are disappearing from dinner tables in Britain – and a brand that is set to suffer from this trend is not happy!

According to market research for Premier Foods, a leading food manufacturer, the average British household eats a traditional hot less than once a year. Their research shows that pudding consumption has fallen in 60 per cent of households in the past 10 years. In fact, it is claimed that puddings could be in danger of disappearing completely – because families spend less time eating together. The survey of 2,000 people found that two in three households never eat spotted dick – and more than half never eat jam roly-poly, treacle tart or . Young people eat puddings the least. Consumption is lowest amongst 25 to 34-year olds. But childhood memories may make them more popular with anyone aged 45 and above. Bird's problem may be that the people who spend time making traditional pudding are also the type of So, after 170 years as the market leader in custard, people who don't think twice about making proper Bird’s Custard – owned by Premier Foods – is custard. Those who buy M&S puddings can buy M&S beginning to worry. It has begun a campaign to “save custard, which is a lot more appetising than making puddings” and wants to persuade MPs to help to get custard from a pack of Bird’s Custard powder. them reinstated on menus in hospitals, schools, prisons and government offices. Will Birds’ appeal to politicians work? It is probably unlikely given the government’s focus on tackling It has set up a website where consumers can vote obesity (despite pudding being perfectly good for you for their favourite hot pudding, as part of the in moderation). promotional campaign to raise awareness of falling pudding consumption. But the campaign is a great example of public relations (“pr”) in action. Just hours after sending Of course, it is in the interests of Bird’s Custard to out a press release, all the national newspapers ran stimulate greater demand for puddings. Consumers stories claiming that the great British pudding is in rarely eat custard on its own – it needs to be poured danger of dying, and all referred to Bird’s Custard as over something. And it may be that there are other the traditional partner for a successful pudding. factors that are causing sales of Bird’s Custard to fall.

Is the Bird’s survey an example of primary or secondary market research? Identify three factors that may have contributed to a decline in demand for hot puddings by UK consumers. Explain the main benefits of using public relations as part of a promotional strategy for a brand like Bird’s Custard. Questions

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