No matter how busy they were, Rubies in the Rubies demonstrated the importance in always investing in product.
Better for the world condiments
Rubies in the Rubble was at the time a Stage 2 sustainable condiments brand with listings in grocery outlets like Waitrose, and a huge number of foodservice sites. Founded by Jenny Costa, the team of 10 people were on a mission to make better-for-the-world sauces that tasted as good as the nation’s favourites.
A busy team with no time to improve the product
As with many high growth brands, the Rubies team were incredibly busy managing and growing their sales across various retailers, and making the known improvements to the products simply never reached the top of the to-do list. In particular, they needed to spend real time on their plant-based mayo – they wanted to find a specialist who could help them stabilise the product and develop the recipe to improve its overall flavour. They also wanted to extend their range by creating a new chilli mayo.
Finding this specialist kept dropping to the bottom of the to-do list even though the project was really important to their annual plan.
Parachuting in a trusted consultant
The Rubies team reached out to us to gain advice around hiring this consultant and to ask if we knew anyone that they could trust. With 4 years working with high growth brands, they were confident that if we could not deliver the project ourselves, we would know someone that could help them.
Within days we had set them up with a trusted NPD Consultant who started with a full root-cause analysis on the flavouring and stability issues with the product. This included a manufacturing site visit to identify any flaws in the process and treatment of ingredients.
Rubies wanted to have clean-label ingredients only. The Consultant researched novel solutions to deliver stability to a fats-based product while also leaving a clean label – after a lot of testing, they found a solution.
They then focused on the recipe development of the plant-based mayo and the new chilli mayo SKU. They tested over 100 versions of the mayos and soon landed on two fantastic recipes that Rubies would be proud to add to their range. All that was left was to take the recipe to the co-packer to make sure it could be scaled – the consultant managed that process of scale-up too.
Blind taste tests outperforming the nation’s favourites
Rubies in the Rubble are now selling their new Plant-Based Mayo and Chilli Mayo in major retailers, including Sainsbury’s and Ocado. The new recipes have been incredibly popular with consumers and have become some of the leading plant-based mayos on the market. Their continued investment in product has allowed the brand to grow and grow.
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