Success Story: Cradoc’s Savoury Biscuits
Background
Cradoc’s Savoury Biscuits are based in the heart of the Brecon Beacons. Fed up with the boring crackers that were on offer for pairing with cheese, mother and daughter duo Allie and Ella Thomas decided to establish the company in 2008. Cradoc’s Savoury Biscuits combine fresh vegetables, herbs and spices to create a colourful range of original flavours which includes beetroot and garlic and leek and Caerphilly cheese.
ZERO2FIVE first supported Cradoc’s to secure SALSA certification when the company relocated to a larger manufacturing site in 2019. Designed for smaller food producers and suppliers, SALSA is one of the most widely recognised food safety certification schemes in the UK with over 2000 members. It demonstrates to national and regional retailers, wholesalers and foodservice providers that companies operate to industry recognised food safety standards.
Support from ZERO2FIVE
ZERO2FIVE has continued to support Cradoc’s with regular internal audits to help maintain their SALSA certification. ZERO2FIVE carries out a gap analysis of Cradoc’s food safety management systems against the requirements of the SALSA standard and, as a result, a programme of mentoring is put in place to help the company make the necessary updates to their processes and paperwork.
In 2024, Cradoc’s identified a market opportunity to launch a range of gluten-free crackers. Having expanded into a new dedicated gluten-free manufacturing facility, ZERO2FIVE supported the company to update their food safety management systems to incorporate the manufacture of gluten-free crackers. This included mentoring on allergen risk assessments and cleaning validation as well as supporting the company to send their products for independent gluten testing and assistance with recipe development.
ZERO2FIVE has also provided Cradoc’s with a range of market insight support. When the company was in the process of updating their packaging designs, ZERO2FIVE carried out consumer interviews utilising state-of-the-art eye tracking technology. The research aimed to understand consumer perceptions of the Cradoc’s brand and packaging as well as the most attention-grabbing elements of their designs.
Benefits of the support
The market research undertaken by ZERO2FIVE provided actionable insights that informed the development of Cradoc’s new clearer packaging designs. ZERO2FIVE has since provided further market insight support to assist with the company’s new product development strategy.
Allie Thomas, Owner, Cradoc’s: “ZERO2FIVE’s illuminating work was so comprehensive and had depths to which we still refer and use as guidance in our NPD and product packaging review. It continues to inform our decision-making regarding styling, USP and differentiation which will enable Cradoc’s Savoury Biscuits to be market disruptors as ever.”
Cradoc’s had their most recent SALSA audit in September 2024 and have successfully retained their certification. SALSA certification continues to help Cradoc’s to secure new retail and foodservice customers and drive business growth.
The company successfully launched their range of three gluten free crackers at the Farm Shop & Deli Show in April 2024 and the products are stocked in a range of outlets including Blas ar Fwyd and the Welsh Cheese Company.
Allie said “Project HELIX made a profound impression on our business at just the right time in our development by supporting us to secure SALSA certification and preparing us for growth. With ZERO2FIVE’s level of expertise and continued mentoring, our exposure to and progression with more demanding retailers has been made possible. Their assistance has introduced new food safety systems, provided practical hands-on bakery support and delivered marketing insights.”
Please get in touch to find out more about Project HELIX funded support.
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If you’d like to find out more about how we can help your business or have any questions about the support we can offer, then please get in touch.
