What is account-based marketing (ABM) and how is it applied in the food industry?

Account-based marketing (ABM) is a strategic approach that focuses on identifying and engaging specific high-value accounts, treating each as a unique market. In the food industry, ABM enables companies to personalise their marketing efforts towards key clients, such as large retailers, distributors, or hospitality groups. This targeted strategy allows for more meaningful engagements, fostering stronger relationships and improving the effectiveness of marketing campaigns.

How does intent data enhance sales and marketing strategies in the food sector?

Intent data provides insights into the online behaviours and interests of potential clients, indicating their readiness to engage or make purchasing decisions. In the food sector, leveraging intent data helps companies identify businesses or consumers actively seeking information related to specific food products or services. This enables sales and marketing teams to tailor their outreach with timely and relevant content, enhancing engagement and increasing the likelihood of conversion.

What technological advancements are influencing account and intent-based marketing in the food industry?

Technological advancements such as artificial intelligence (AI), machine learning, and predictive analytics are significantly enhancing account and intent-based marketing in the food industry. AI and machine learning algorithms can analyse vast datasets to identify patterns and predict customer behaviours, allowing for more precise targeting. Predictive analytics helps in forecasting market trends and understanding the needs of specific accounts, enabling companies to develop proactive marketing strategies.

Why is the integration of sales and marketing teams crucial in ABM for the food industry?

In the food industry, aligning sales and marketing teams is essential for the success of account-based marketing (ABM). This integration ensures a unified approach to targeting and engaging key accounts, allowing for consistent messaging and a seamless customer experience. Collaborative efforts between sales and marketing facilitate the sharing of insights and data, leading to more informed decision-making and the development of strategies that effectively address the unique needs of each account.

What are the key benefits of adopting account and intent-based marketing strategies in the food sector?

Adopting account and intent-based marketing strategies in the food sector offers several benefits, including improved return on investment through focused resource allocation on high-value accounts, enhanced personalisation of marketing efforts leading to stronger relationships with key stakeholders, and shortened sales cycles by engaging accounts that have demonstrated intent, thereby increasing the efficiency of the sales process.

Just Food

Unilever sells pasta sauce range in Germany to Casalasco

Unilever said the disposal forms part of its strategy to focus its food portfolio on “core segments”.

Unilever has offloaded its pasta sauce retail range in Germany to Italian food producer Casalasco Group.

The consumer goods giant said the Tomato al Gusto and Speciale al Gusto range has been available on German supermarket shelves under the Knorr brand for more than 20 years.

Unilever did not disclose the sale price for the assets and said in a statement that the disposal aligns with its strategy to focus the company's food portfolio on “core segments”.

In November, Unilever CEO Hein Schumacher announced plans to divest £1bn ($1.2bn) worth of brands.

As part of the latest deal, Casalasco will have exclusive rights to use the Knorr brand for this range for a transitional period of 12 months, while Unilever retains ownership of the Knorr brand itself.

The transfer of the product range is set to take effect on 1 March.

The pasta sauces are part of a premium tomato product range, featuring various plant-based recipes, including a ready-to-use carbonara variant, and are available in 370g or 500g packs.

Casalasco, which owns brands such as Pomì, Pomito, and De Rica, specialises in tomato products. In 2023, the group business achieved a turnover of €630m ($649.6m) and an EBITDA of €81.1m.

Unilever's Food Solutions, or out-of-home business, in Germany is not "affected" by the transaction with Casalasco, the company said.

Other Unilever assets have also recently been sold under Schumacher's streamlining policy,

In December, the company revealed it had received a binding offer from Zwanenberg Food Group, a Dutch producer of meat, snacks and soups, to acquire the Unox and Zwan food brands.

Unox, known for prepared soups and noodles, and Zwan, a canned-meat brand, have been part of Unilever's line-up for nearly a century.

The developments follow Unilever's sale of its Dutch Conimex brand, known for meal-maker kits, soups and sauces, to Finnish food and beverage company Paulig.

The Conimex deal involved the transfer of the brand, along with its associated business, trademarks and intellectual property.