Some partnerships you have to explain. Others, people recognise instantly.
When we brought Frank’s RedHot into our new Freshways Crafted Premium Sandwich Range, we didn’t need to spend a single line of copy telling people what that sauce is or what it tastes like. One look at the bottle on the label and the recognition is immediate — that’s the whole point of collaborating with brands that already mean something to people.
That’s deliberate. Food-to-go lives or dies on split-second shelf decisions. A shopper isn’t reading an ingredients list at the fridge — they’re pattern-matching on brands they already trust. Pair a well-known name with a product they already trust from us, and you’ve cut straight through that decision in half a second, not thirty.
It also works the other way. Frank’s RedHot didn’t need to take a chance on an unproven manufacturer to get their flavour into food-to-go. They partnered with us because we’re Ireland’s largest food-to-go manufacturer, trusted by Tesco and Dunnes to get product onto shelves at scale, on time, every time. That’s not a small thing to hand over your brand name for — it only happens with a manufacturing partner who can be relied on to get it right.
This is the model we’re building on. Frank’s RedHot was the first, and we’ve more brand collaborations coming — each one built the same way: a name people already recognise, paired with the manufacturing scale and reliability to actually deliver it, at the volumes our retail partners need, without fail.
It’s also exactly why we’re in a position to keep having these conversations. Brands don’t partner with manufacturers they’re unsure of. They partner with the ones already proving it — at scale, with the retailers that matter, consistently. That’s the story behind every collaboration we do, and it’s why more are on the way.
Thanks again to the team at McCormick & Company for being great partners on this one.
Want to talk about what a collaboration with Freshways could look like for your brand?
ROI: 01 864 8019 | NI: 0800 039 0276 | Email: [email protected]
— Ian Mullin, Head of Food, Innovation & New Market Growth, Freshways
