Food for thought – taking a lesser-known food brand and elevating it to the next level

By Clare Piggott, Managing Director, Larkshead Licensing

We are all curious about brands that approach and do things differently to others.  Anyone who can challenge existing perceptions and then help shift those perceptions, or someone who just looks at the world in another way, tend to be more intriguing, engaging and, over time, have a longer-lasting appeal.  The same could be said about food: changing tastes and the hunger for new sensations fuel the sector but every once in a while, an idea comes along that changes the way we see things.

Crayfish, a smaller, freshwater cousin of the lobster, are hugely popular in Scandinavia, the southern states of America and with foodies worldwide but have yet to achieve major recognition in the UK.  However, recent exposure in the media is raising awareness about a small UK company that is processing wild crayfish from the chalk streams of Berkshire, in an ethical and sustainable way, turning this lesser-known crustacean into an unlikely superfood with outstanding taste, and health properties.

It’s the story behind the brand that has really captured the imagination.  Here is a local – modest by all accounts – producer that is taking on the world and winning!  It has been enjoying success with promoting its crawfish to top chefs and foodies in a relatively short space of time.  There’s also a great eco-message attached to the business.  This is a wild crayfish that is trapped in the UK , an invasive species damaging to the domestic population and the environment, whose numbers need to be kept in check.  The Kennet team are doing this to harness a great-tasting quality product with a compelling sustainable and ethical brand message which all makes for an intriguing tale.

As well as bringing this delicacy to our dining tables, young flourishing food brands such as Kennet Crayfish also seem to grasp the importance of leveraging licensing as a model for growth by identifying and honing it into what makes their brand unique.  In Kennet Crayfish’s case there is the strong appeal of provenance combined with ethical standards, an association with fine dining and an overarching aim to sustain British waterways; all ripe for licensing partnerships that could take the brand into the stratosphere if handled well.

Maximising on the location of the River Kennet is attractive to both diners and consumers.  Ingredient-based collaborations on artisan condiments or complementary food products associated in and around the location could amplify and enhance the authentic provenance message.

Working with chefs and food-based brand ambassadors to create signature dishes is a given but expect a natural transition towards recipe books for cooking at home fans and other complementary categories.  Limited edition food collaborations are a proven tactic to engage consumers seasonally as well as a tried and trusted method to encourage the public to experiment with new flavours and unusual combinations; successful in the crisps and snacking markets.  The fine dining association could also see an aspirational partner from the tableware, utensils and cookware categories join forces for a branded collaboration.

Food and apparel are natural bedfellows and sometimes a potent mix!  The Tommy Hilfinger = Coke collaboration in the 1980s is legendary and brought kudos to a new generation of people before many others had the foresight to collaborate in this way.

There will of course be other extensions outside of the food, beverage and dining sector which can introduce a brand to a new customer base.  The River Kennet is one of England’s most important chalk streams and a haven for wildlife that provides a powerful connection to the outdoors.  Leisurewear or activewear brands focussed on sustainability could well become credible allies while health and wellbeing vitamins and supplements fortified by crayfish spring to mind.  It’s about being creative.

With the food landscape constantly evolving, driven by trends, bold flavours and new categories it can be a frightening place for a small up-and-coming brand.  Bundle in the right approach, mutual partnerships and strategic collaborations and on the proviso that you have an interesting story to tell then there really is no ceiling to what can be achieved.  A licensing empire could be just around the corner that could take you on to the next level!