If you’re feeling particularly snacky while travelling, Aussie healthy food company Forbidden Foods (ASX: FFF) will soon have you covered with its Blue Dinosaur snack bars available in more airport retail stores.
The Company has secured a ranging agreement with Lagardère Travel Retail, a retail store-operating company with a presence across thousands of airports in over 40 countries. These include 150 retailers across Australia and New Zealand under core store banners including NewsLink, Relay and Watermark amongst others, located across 26 airports.
Forbidden Foods’ Chief Executive Officer, Marcus Brown, said, “Securing this agreement with Lagardère, on the back of the range extension with WHSmith, ensures we have a significant range of Blue Dinosaur products on [shelves] in these high-volume airport retail outlets.”
Lagardère will become a major stockist of Blue Dinosaur, agreeing to an initial range of 8 products including a combination of snack bars, protein bars, peanut butter bars and bites. There are no minimum order volumes specified in the agreement, and Forbidden Foods will draw stock from its existing distribution networks.
The Company will also support Lagardère through a tailored promotional program and marketing initiatives to accelerate sales.
The new agreement with Lagardère follows a range extension for Blue Dinosaur in WHSmith, another popular airport retailer. These agreements ensure that Blue Dinosaur is in front of the more than 11.5 million monthly passengers travelling through the top 20 airports across Australia.
On April 3, 2023, Forbidden Foods announced that Aussie retailer WHSmith will be housing an extended range of its Blue Dinosaur products. There will be a 57% increase in the number of Blue Dinosaur products sold in WHSmith stores, growing from 7 to 11 products.
Brown added, “The exposure of the Blue Dinosaur brand in these outlets coupled with targeted in-store marketing activities provides us a great opportunity to get our product into the hands of many new consumers. We look forward to working alongside both Lagardère and WHSmith to increase awareness amongst travellers visiting their multiple shopfronts across their airports locations, particularly as the Australian travel industry recovers quickly to prepandemic levels.”
In its bid to go global, besides boosting its airport presence, the Company shipped its first Blue Dinosaur products to the US this year with distribution partner KeHE. Forbidden Foods also launched its Amazon US store, selling Blue Dinosaur through e-commerce channels in the country.
These are timely partnerships seeing how Forbidden Foods is coming out of an ordinary first half. In H1 FY23, Forbidden Foods’ revenue fell 21.8% to $2.5 million as its loss increased by 19% to $2.2 million. It undertook layoffs, exited its food service channel and reviewed other products, like FUNCH (family snacks and baby food) and Sensory Mill (its plant-based meat range), that were incurring losses. Now, the Company has placed its focus on enhancing the Blue Dinosaur division, which rang in almost 6% of the revenue in the half.
With tourism bouncing back, airlines and hotels are not the only ones making the most of the boom.
Alinda is a Business Reporter for The Sentiment
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