For Aussie mums looking to upgrade their health routine, Halo Foods Co (ASX: HLF) has some good news. The Company’s subsidiary health and well-being business for mums, The Healthy Mummy, will soon have its products stocked nationally in Woolworths supermarkets across Australia.
As a key growth pillar of The Healthy Mummy (THM), Halo has been leading a retail ranging campaign of THM products into major grocery and mass market retailers both online and offline. THM participated in the Woolworths’s sports and diet range review, and it has received confirmation that the supermarket giant will range three core THM powdered smoothie products from the first quarter of calendar year 2023.
The THM products will be manufactured in Halo’s Melbourne facilities, and the sales value of the products to Halo is forecast to be approximately $2.5 million in the first year.
Halo’s CEO, Jourdan Thompson, commented, “The Healthy Mummy is a strong brand in the lucrative mothers health and wellness category and the immediate success and confirmation of national retail ranging in Woolworths validates the brand and the strength of the Healthy Mummy following. We look forward to working closely with Woolworths on the product activation in store and growing the retail product offering.”
Halo acquired The Healthy Mummy in April 2022. The business has a huge digital presence via its app, which ushers in 39% of its revenue, giving mums access to personal trainers, nutritionists and more. Over 60% of THM’s revenue comes from its consumable and non-consumable products, including the smoothies which will be stocked in Woolies.
Q2 FY23 has been a busy quarter for THM as it continues its integration with Halo and THM’s SKUs transitions across to Halo’s manufacturing facilities in Melbourne. The senior management of both companies have been working together to get the most of their partnership. The Company is trying to capitalise on THM’s existing digital footprint by building a reliable e-commerce strategy for the business.
It has also initiated more public relations and media initiatives across multiple channels, resulting in several Studio 10 appearances for THM with more television and print media opportunities secured for the current quarter. It has increased its marketing spend and ads on social media platforms, like Facebook and Instagram. Halo is working with leading marketing agencies to ultimately drive THM’s conversion while reducing customer acquisition cost.
To make sure it doesn’t falter, in September 2022, after an extensive search, THM appointed a new Head of Marketing to the business. The announcement noted that it is a key role for THM and “will bring refreshed thinking, new strategic ideas and strong digital disciplines” that will carry on THM’s success, especially in the e-commerce space.
Rest assured, mums don’t settle for anything but the best, so THM will have to bring its A game to retail giants.
Alinda is a Business Reporter for The Sentiment
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