True Purpose Enterprises, the parent company of The Point.1888 and Spotlight.1888, has launched Eighty Ate, a new business dedicated to food and drink.
The new agency will support food businesses seeking to break into new markets and help non-food brands to enter food and drink categories by creating products that fit existing retail gaps. Eighty Ate will also look beyond traditional licensed food and drink categories, considering fresh, frozen, tabletop and impulse for original opportunities.
Formerly a specialist wing within The Point.1888, the food and drink division has notched up notable successes for clients. These include the introduction of a range of product categories at retail for Barratt, ranging from ice cream and ice lollies at Iceland, to cupcakes at Co-op and ambient ice poles, flavoured water and sparkling drinks at all major food retailers.
This year the team oversaw the launch of the Bulk.com sports nutrition range, with significant product launches coming throughout the next two years. The division has also delivered significant growth for Historic Royal Palaces in the drinks category. Building on an existing long-term partnership for breakfast tea, the agency launched Gin in a Tin ahead of the Coronation and this range is now rolling out across major retail outlets.
Many of the founding team for Eighty Ate were behind the Leon range in John Lewis, as well as River Cottage’s kombucha, sauces and vegetable stocks. Heading up the newly formed business will be True Purpose Enterprise’s chief commercial officer Bethan Garton, and Janine Richmond, The Point.1888’s head of product & brand. They will be supported by an account team as well as experts from True Purpose Enterprises’ other businesses The Point.1888, Spotlight.1888 and Story.1888.
“Eighty Ate’s goal is to help its clients stay ahead of the curve by creating innovative products that will stand out on the shelves,” commented Bethan Garton. “By using our unique combination of data-driven insights, creativity and years of food industry experience, we can provide clients with effective solutions that will give them a competitive edge. Over the coming months we have several new food and beverage brands joining our family and we can’t wait to share more on those very soon.”
As part of the True Purpose Enterprises Group, Eighty Ate will also give its clients access to creative marketing expertise and retail insight from its sister companies Story.1888 and Spotlight.1888.
