SUCCESS STORY:

Vapiano
(Netherlands)
01 03
BACKGROUND The SOLUTION &
RESULTS

02 04
APPROACH LEARNINGS &
Next Steps

HOW DID WE FIND THIS OPPORTUNITY?
In may 2020 Vapiano Netherlands filed for
bankruptcy. Its NL organization was bought
by leading Hotel Chain Van der Valk, where
we are 1st partner on plant based. Connecting
the dots, opened the door to Vapiano.
“Leverage existing Van der Valk Relationship”
THE OPPORTUNITY
WHO’s THE CUSTOMER & WHAT PRODUCT?
Vapiano Pasta I Pizza I Bar
(11 outlets, eat in and take away & delivery)
Focus on Cream (Flora)
Cheese to follow towards Q4.
 THE OPPORTUNITY – BIG INSIGHT

The new PLANT CREAM product opened

up a nEw market for Upfield
When starting conversations with Vapiano we
engaged on Plant Based opportunity,
influence of Vegans (veto) etc. On back side
Vapiano/Van der Valk is a very cost driven
organization. With cream we challenged the
price and performance of Dairy.
 THE OPPORTUNITY – BIG INSIGHT

CREAM PERFORMANCE
“Time & Temperature”
Vapiano “Made to Order” process
use extreme heat and needs a cream
that can perform consistently under
pressure with out splitting

NOTE: Heating Oil, Browning Onion & Ham Already Cooking 1:25 min
 “Time saving whilst maintaining quality”– BIG INSIGHT

CREAM PERFORMANCE “Time & Temperature” → Total M.T.O. Time = 3:05 Min

Heat Oil Brown Onion & Reduce Cream & add egg to Heat Pasta & Further Reduce Plate, Garnish, Pepper &
Ham +1:25 min Thicken +0:42 min Cream +0:30 min serve +0:28min

• Dairy requires an egg to thicken if not fully reduced

• Dairy would need 2 min. to fully reduce (if not thickened) as it takes time at lower temperatures
• Rama & Flora can reduce quickly as they can take much higher temperatures (& don’t require an egg)

Flora’s high Heat & Acid Stability give equal or better functional performance (Time) critical in M.T.O.
 APPROACH

STEP 01 STEP 02
Engagement via Van der Valk and intro meeting
Relationships and inspiration on menu with chef

STEP 04 STEP 03
Align operational needs and testing in
Role out from outlet to outlet, all silent. Once
Rotterdam location. Silent consumer test
all done, and no feedback we will play the plant
for 2 weeks.
based card in cooperation with Vapiano
Today’s → Pasta Needs
Why change
Vapiano was open for a cheaper
alternative for dairy cream, that again
offers operational advantages (one
product to serve all, stable performance,
no splitting)
With cream being ingredient in so many
pasta recipes (9 dishes), the benefits are
massive important to them.
CUSTOMER CHALLENGES
TASTE NEEDS TO BE SIMILAR TO DAIRY cream
Vapiano demanded the 100% plant-
based to be similar or better performing
versus dairy. Feedback from their chefs
and guests should range between
neutral to positive.
The testing and tasting in Rotterdam
location proved Flora is the best way
forward.
 KEY RELATIONSHIPS

Future → Pizza, Salad, Dessert

Vapiano Category BUYER Vapiano MARKETING TEAM

We agreed marketing cooperation with
Critical criteria for Vapiano was of course
Vapiano. But this will only start once all
price. This we countered, with on top
outlets have swapped. After listing Violife
operational benefits, and opportunity to
it makes even more sense. Expect Q4
attract additional audiences (vegan-veto)
onwards. (example below)
 SOLUTION

Product detail DISTRIBUTION & AVAILABILITY

• Flora Cream 31% 1 lt Direct distribution with deliveries to
Flora Cream 31% 10lt BiB central warehouse Havi Logistics, and
• Violife Prosociano Vapiano handles the distribution to
• Violife Gouda Grated outlets through their supply chain
 LEARNINGS

1 2
Make sure our offering is Use our network and be
appropriate persistent

When we have a solid relations in

Only when they can see value in
place, there is always a bridge
our products they will be able to
towards the next prospect.
listen

3
Make sure collaboration is
4
Ability to maximize price with
fluid Plant based

Be an asset to the customer, Go direct to the customer without

share information, practices and distributor if possible to get
most of all be fast and better margin and insights into
responsive to fit their pace of the customer’s needs and
work. pipeline
 What’s NEXT?
• Launch Violife grated gouda and prosociano Q4

• Extend learnings Vapiano and showcase to other

chains, like Happy Italy.

• Use Vapiano as endorser for Upfield Professional

partnerships