Symbol gives instant consumer recognition to new brand

Yarra Valley Snack Foods is experiencing growth like never before.  In July 2006 it launched its Thomas Chipman range of corn chips, the first organic, gluten free corn chips made in Australia.  In September the product won the Retail World ‘Best New Retail Product’ award at the 2006 Fine Food Australia exhibition. 

By October, three months after its launch, the product had earned 70 per cent of its annual target and Yarra Valley Snack Foods had to start looking for bigger premises.

Thomas Chipman is Yarra Valley Snack Foods’ new star product.  It has been accepted into major Australian supermarket chains and is now also sold in a growing number of export markets.  Managing Director Andrew Blain believes his product’s rapid growth, in an Australian market characterised by 95% foreign ownership and fierce competition, can be attributed to a number of factors.

“Thomas Chipman is very different from its category competitors.  It is organic, gluten free and Australian made.  Consumers, here and internationally, feel they can connect with the brand and they trust it.  While our competitors focus on indulgence and use colourful packaging, our product is about quality, health and taste.  We have been very careful in choosing how to market the product.  It is a unique product and we wanted the packaging to reflect that this was a quality brand made from the finest ingredients and manufactured here in Australia,” explains Andrew Blain.

The corn chips, which are currently available in two varieties: ‘Splendid Cheese’ and ‘Low Salt Original’, carry the Australian Made logo.

“Launching a new brand and communicating its story takes time.  We have chosen to use the Australian Made, Australian Grown logo because its gives us credibility and helps us communicate our points of difference.  Consumers in Australia recognise the Australian Made logo and that helps us sell the product.  Internationally I think Australia is seen as a clean, healthy country and Australian foods are generally thought of as being GMO free.  We are proud to produce healthy Australian made products and marketing the products as just that has helped us break into well established, very competitive markets.”  

Thomas Chipman products are currently available throughout Australia as well as in selected supermarkets in Japan, Ireland, New Zealand and Singapore.  You can learn more about Thomas Chipman by visiting www.chipman.com.au or by telephoning (03) 9735 3936.