The brand is hoping the move, planned in partnership with digital agency Maynard Malone, appeals to the “modern mum”, who it claims spend less time watching TV in favour of accessing content from a mobile device.
Traditional advertising channels have been core to the Bournemouth-based company’s growth worldwide in the wake of the recession, however, it claims the time is right to put in place a media plan capable of targeting the specific demographic of young mothers.
It is overhauling its website next month to support the shift and link closer to it Facebook and Twitter channels.The site will feature Organix foods and recipes alongside healthy meal advice for toddlers. Users will also be able to seek tips from other parents as well as Organix staff from the site with the brand looking to emulate the success of sites such as Netmums and Mumsnet.
Visitors to the online hub will be asked to sign-up to a membership scheme, which will be used to track the content they access before serving targeted features and promotions based on the insights.
The digital drive comes as the brand introduces a new logo and packaging to reinforce what it claims is a “lifelong love of food”. The refresh will support additions to the brand’s product lineup, which already includes purees and cereals for babies and toddlers alongside soups and ready-meals for slightly older children.
It is hoped the changes to the brand can set it apart from own-label food makers and rivals such as Ella’s Kitchen and Plum Organics.