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Germany’s 3Bears Aims for Expansion Fueled by Harry Kane Association

Germany's 3Bears Aims for Expansion Fueled by Harry Kane Association Bakery and Cereal, Shelf-stable Food and Beverage Business

3Bears, a Germany-based producer of porridge and breakfast bars, is poised to accelerate its growth strategy following an endorsement from renowned footballer Harry Kane.

The England national and Bayern Munich star has acquired a minor stake in 3Bears and will serve as a brand ambassador, featuring in marketing efforts and allowing his image to be displayed on product packaging. The Munich-based company is currently developing a Harry x 3Bears product range in collaboration with Kane.

With products already available through major supermarket chains in its home market, Austria, and Switzerland, 3Bears is now targeting a launch in the UK, as well as potentially expanding into additional markets thereafter.

Founded by married couple Caroline and Tim Nichols in 2016, 3Bears was born from Caroline’s affection for porridge developed during their time living in the UK. Upon relocating to Germany, she recognized the opportunity to introduce an oat-based breakfast alternative in a market traditionally dominated by pretzels and muesli, particularly amidst the growing consumer interest in health and nutrition.

Caroline’s appearance on the German investment pitch television series “Die Höhle der Löwen” significantly boosted visibility, leading to distribution agreements with Germany’s largest supermarket chains. However, she acknowledges that there is much work ahead to elevate the profile of porridge among German consumers.

“It’s not the breakfast for the masses but you will see hot cereal or porridge on shelves in most German supermarkets now. The consumption of oats generally is going up as people are researching health and gut health,” she stated in a recent interview.

With a career background in the UK’s fast-moving consumer goods sector focusing on consumer data, Caroline saw potential for porridge’s resurgence. However, she struggled with the consistency of existing porridge products in the UK, leading her to launch 3Bears.

Named after the classic tale “Goldilocks and the Three Bears,” the company currently employs 25 people, operating on an outsourced manufacturing model. Over the years, 3Bears has experienced double-digit annual growth, with revenues now reaching the double-digit millions in euros.

Looking ahead, Caroline is optimistic about entering the UK market, a country well-acquainted with porridge. “The Harry Kane association will help us reach more people there. He fell in love with the product after we connected with his company, and people in the UK appreciate a compelling story,” she noted.

While discussions with UK supermarkets have not yet commenced, the company has launched a website tailored for the UK audience and recently introduced a site in the Netherlands. “We want to have a robust presence both in stores and online,” Caroline explained. “We aim to establish a portfolio that positions us as the go-to oat brand in every household.”

In addition to his involvement with 3Bears, Kane is also an investor in Insane Grain, a UK-based snack manufacturer that recently launched the “Insane Kane Strikin’ Hot Crisps” to coincide with his investment announcement last year.

The collaboration with Kane aligns with current trends in the food and beverage industry, where celebrity endorsements have proven effective in capturing consumer interest and fostering brand loyalty. As 3Bears navigates this expansion phase, it exemplifies the evolving landscape of the food and drink business, blending innovative products with strategic partnerships to capitalize on food and drink consumer trends.

In summary, 3Bears combines a strong business foundation with a noteworthy endorsement, positioning itself at the forefront of a growing market. With aspirations firmly set on the UK and beyond, the brand is ready to charm new audiences while staying committed to advocating for healthier eating habits.

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