Brand History
Ernest Adams has been around since the 1920’s and was started by Ernst Alfred Adams who came from a family of bakers who immigrated to Australasia.
Ernest Adams has won an award for being the number one baked brand in New Zealand. The brand was acquired by Goodman Fielder in 1999 who sell in New Zealand and Australia.
Ernst Adams is New Zealand’s biggest and leading sweet-baked brand offering a range of products such as slices, loaves, cookies, éclairs, brandy snaps, meringues, profiteroles, cakes, sponges, puddings and tarts, along with gluten free options.
Product
Caramel slice
brownie slice
raspberry slice
chocolate cake
lemon cake
jamaican cake
ginger slice
apricot slice
louise slice
sultana slice
gooey caramel slice
fruit cake
madeira cake
lamington
sponge
raspberry sponge
chocolate chip cookies
double choc chip cookies
shortbread cookies
apricot chocolate cookies
anzac cookies
peanut brownie cokies
sweet loaf
Price
The cookies cost $3.49 per 350g
while their other products are prices between $3.49-$7.35
compared to other brands
Homebrand cookies $2.95 350g
Arnotts Farmbake $4.29 350g
Griffins $5.29 320g
Urban bakery $4.99 180g
Place
Ernst Adams is sold at supermarkets, next to farmbake just above eye level
Promotion
Ernst Adams has no recent advertising, and they don't have their own website, they can be found on the Goodman Fielder website
Strengths
Nz product
affordable
reliable trusted product shown with brands history
family of bakers
good for a quick easy snack/ treat
Weaknesses
Packaging is outdated, doesn't symbolise nz
website needs improving - own website
no new different flavours
doesn't seem 'homemade'
cookies are quite small
Threats/ opportunities
Marco trends - healthy options
new exciting flavours
improve website/ packaging
more youthful and fun
Farmbake
Farmbake
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