Launching Tasty Little Numbers to the UK Market
The Tasty Little Numbers concept of tasty food in smaller portions was created by Jo Beach, a British businesswoman, designer, innovator of lifestyle concepts.
As a lifelong fan of portion control to maintain her weight, Jo created Tasty Little Numbers to ‘Take the Messin’ Outta Guessin’!’ – everyday tasty foods in smaller portions; coming soon are non-food gadgets & cookware to make portion control even simpler!
Tasty Little Numbers is the world’s first & only range of portion-controlled, multi-product ready-meals, snack pots, soups, confectionery, cakes & savoury snacks portioned to whole numbers of calories from 100 – 300.
Portion-controlled brand Tasty Little Numbers were new to the market back in 2011, and called upon PHA to help launch them to the media and consumers with a big bang.
Originality and creativity
Tasty Little Numbers launched during the winter season, ideally timed to coincide with the crucial New Year weight loss period.
PHA wanted to align Tasty Little Numbers with this key period, pitching the product range as a brand new way to detox and shed the post-Christmas pounds, yet without restricting or denying yourself.
This unique angle formed the basis of our campaign.
Strategy and implementation
- PHA devised a ‘Post Christmas Snack Survival Kit’ – containing the full range of products – which was sent to key food, health and lifestyle journalists in the consumer media.
- We hand-delivered these kits personally, allowing us to talk journalists through the product’s USP in detail.
- PHA also outreached to target celebrities interested in health and fitness to gift them with a sample box, in return for social media activity
- To raise consumer awareness of the product, PHA arranged for Tasty Little Numbers to feature in the goody bags of complimenting events
Results and evaluation
The product launch was extremely successful, with an average of 12 pieces of coverage secured every month in target media, including: Bella, Woman, Health & Fitness, Now, Closer, Notebook, Daily Mail, Daily Express, amongst many others.
The launch was so successful, the company continued to add to its product portfolio, bringing on board PHA to convey each new product launch.
Health and Fitness