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How to extend a retail brand into new markets

Stewed! One-Pot meals open first chain of takeaway kiosks

 

NEWS January 2012


StewedKiosk

Stewed! one of the first companies to launch a food business from our kitchens 3 years ago goes from strentgh to strength.  Having achieved their primary objective of launching a new food brand in to the retail sector, the company is now poised to enter a 2nd market as part of their ongoing growth strategy; the world of take-away kiosks.

As always with Alan and the team at stewed! they never sit back on their success but always  look to innovate both the products and the concept and the channel to market.

Read the full press release below for more information...

STEWED! PRESS RELEASE:

First of stewed! Chain of kiosks opens in February ... Chef-founder-author Alan hits the small screen as a guest judge on good food channel's perfect ...  Plus festivals, exhibitions and demos galore ... And the small matter of re-educating children on their diets ... Bring it on!

StewedPackJan2012smallAt last … some recompense for those exorbitant rail fares: stewed! open their FIRST TAKEAWAY KIOSK this February in Reading train station …

Putting the First and Great into First Great Western rail travel, the gorgeously designed, inaugural stewed! kiosk will be offering a day long menu of one-pot meals, keeping you topped up with the same fresh, healthy, nutritious, innovative meals that are the byline of the nationally available stewed! range.

Our one-pots are still gluten, preservative and additive-free, still crazily low in calories, up to 2 of your 5-a-day, but now on tap, hot, catering for breakfast through to dinner and with an inspired mix-and-match menu of staples, specials, accompaniments and extra toppings to tax the most decisive diner, so …

Four simple steps to one-pot nirvana …

Step 1:

Kick start the day with a satisfying stewed! breakfast. But will it be a pot of Alan’s famous Meaty Boston beans, packed with smoked bacon and sausage and steeped in molasses, or its Veggie Boston Beans sidekick? Will you top it with a poached egg, a roasted tomato or finish the feast with a slab of crusty bread? Or will you plump for a piping hot porridge? And with honey or fresh fruit compotes? Or a creamy yoghurt with granola …?

Step 2:

Scoff with unseemly relish.

Step 3:

Count the hours before lunch / dinner when you can return and further agonise over Alan’s original one-pot recipes: inspired by global cuisine, brought to you via his Bounds Green kitchen. From British Beef in Ale to Thai Green Chicken and with a changing specials board for the serendipitous sort, it won’t be easy. Now choose from the complimentary accompaniment of mash, cous cous or rice and stand back for a heap of crisp, fresh veg on top. And for the hollow-legged amongst us, go ponder over the further selection of extras … cheesy dumpling anyone?

Step 4:

Don’t allow anyone else a taste. Return to Step 1 and repeat on a daily basis.

Backward in coming forward …

The launch of this kiosk in mid February – the first of a planned national chain - marks an exciting development for stewed!; while brilliantly reversing the usual foodie business model of restaurant - cookbook - own brand launch, in the trail blazing and maverick style  so characteristic of this visionary little company; a vision that led the way in the subsequent explosion of the one-pot meal market.

Watch this space for Kiosk Number 2 following hot on Reading’s heels … it could be near you and you never need cook again.

Meanwhile, stewed! chef-founder-author Alan Rosenthal has found time to appear, in his role of undisputed “King of the Stew” (Channel 4 online), as a judge on a winter warmer special of …

Good Food Channel’s PERFECT on 13th February at 7pm

Perfect is new and exclusive to Good Food, Monday – Wednesday at 7pm from 16th January 2012 (Sky / HD 249, Virgin 260). Hit that series record option.

And he will be going demo-crazy over the next few months….

· Festival of British Roots Festival – 27th and 28th January 2012, Portobello Market, London, 11am – 4pm daily. Free event. Now on its second outing, this vibrant festival is dedicated to highlighting Portobello Market’s origins as a fruit and vegetable market. It brings together local business, schools and residential communities and London’s wholesale markets in a packed programme of demos, workshops and activities. Amidst all the fun lie the serious issues of health, sustainability and food security, however … and consequently an ethical excuse to gorge on lovely, local produce: from the Humming Bird Bakery’s bespoke festival cupcakes to one of our very own Alan Rosenthal’s one-pot wonders, magicked up live from purely Portobello produce.


(www.rbkc.gov.uk/streetmarkets / www.facebook.com/rbkcmarkets / twitter @rbkc_markets)

· Your Green Future – 13th and 14th March 2012, UWE’s Exhibition and Conference Centre, Bristol. Free event. Underlining the stewed! commitment to their CSR and environmental credentials, Alan will be contributing to a student workshop focused around the eco-friendly production of ready meals. Your Green Future is aimed at inspiring young people from 14 to 19 years, through exhibitions, workshops and speeches by political and business personnel, to consider the green economy in their career choice and to thus secure a sustainable future for the UK.


(www.yourgreenfuture.org.uk / twitter @YourGreenFutur)

· Allergy and Free From Show – 18th – 20th May 2012, Olympia, London. As a determinedly gluten-free and (bar the Sweet potato, Chickpea and Feta variant), dairy-free product, stewed! is keen to help its growing coeliac following; and will not only be exhibiting at this annual showcase for those with sensitivities, intolerances and allergies, but Alan will also be running cookery demonstrations during the show.


(www.allergyshow.co.uk/london / twitter @AllergyShow)

While also continuing his relationship with Trees for Cities and their Edible Playgrounds project, with a series of cookery workshops at Havelock Primary School, Ealing in April …

stewed! has long supported the admirable work of Trees for Cities, which seeks to introduce fruit and nut trees into schools and public spaces in a series of Edible Playgrounds. The aim is to bring communities together and to encourage a culture of growing trees for food. To date they have planted a staggering 225,494 trees worldwide.

stewed! is particularly pleased to be involved in their Edible Playgrounds project which strives to educate and connect children with the food they eat by planting playgrounds with vegetables and fruit and nut trees.

From April, Alan Rosenthal will be running 10 weekly workshops for Year 4 children at Havelock Primary School in Southall - a school that serves a largely disadvantaged area of Ealing, West London and is a recipient of one of TfC’s Edible Playgrounds. Not only will he be cooking up delicious dishes using their playground produce, but underlining the importance of healthy eating, sustainable food and food miles in the doing. Where possible, parents will also be involved in the workshops, to literally take the messages home.


(www.treesforcities.org / www.facebook.com/treesforcities / twitter @TreesforCities)


editors’ notes

  • stewed! was founded by 35-year-old entrepreneur and Leiths trained, passionate foodie, Alan Rosenthal. Aside from a background in buying and marketing for national retailers, Alan has worked for Spanish food specialists Brindisa, at various London restaurants, including The Providores and is a professional Iberico ham carver. He came up with the idea for stewed! on the Circle Line in 2007. In 2008, he left his job and set to work in his kitchen – from where all stewed! recipes still originate. Just one year later, via Alexandra Park farmers’ market in North London, he was outsourcing production.
  • stewed! products are available in selected Sainsbury’s, Waitrose, Whistlestop, Booths, Wholefoods, Superquinn stores and on ocado.com. The stewed! family comprises Thai Chicken with noodles, Italian Chicken Napolitana, Mexican Three Bean Chilli, Veggie Boston Beans, Hungarian Goulash, British Beef in Ale, Chorizo, Chickpea and Pork, Sweet potato, Chickpea and Feta, Boston Baked Beans and Veggie Baked Beans.
  • stewed! is available in 1.3kg catering packs for all sectors of the food service, distributed nationally through SFD (www.sfddistribution.co.uk), and in 325g single-serve retail pots, distributed through Simple Simon (www.simplesimon.co.uk) in the UK and by Fife Creamery in Scotland (www.fifecreamery.co.uk).
  • A healthy, conveniently microwaveable one-pot meal, particularly perfect for lunch-on-the-go, stewed! is low in calories (all less than 328 calories per 325g pot); preservative, additive and gluten-free; and, apart from the Chickpea, Sweet potato and Feta line, all are also dairy-free and only use British meat. They also provide up to 3 of your 5-a-day, so there really is no reason not to.

·   The Ebury Press commissioned cookbook by Alan Rosenthal, 80 Irresistible Stews and One-Pot Wonders, is available from Waterstones, WH Smith, Asda and Amazon at http://tinyurl.com/coue5pz; and is now on its third print run.

·  Trees for Cities is an independent charity that inspires people to plant and love trees worldwide. Their Love Trees campaign, supported by broadcaster Jon Snow is underway, seeking to raise funds to plant an additional 20k new trees in 2012. Contact Lucy Swan for all TfC media enquiries (020 7033 6868 / This e-mail address is being protected from spambots. You need JavaScript enabled to view it / www.treesforcities.org)

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For further information please contact:
Lisa Jones
Tel: 07968 963456
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it