Leading FMCG brands Weetabix and HiPP sign up to e.fundamentals to help drive online sales

Brands invest in eCommerce analytics platform to boost their online sales performance

London, 4 Mar 2019 – Major FMCG brands Weetabix and HiPP Organic have signed up to eCommerce analytics provider e.fundamentals to help drive sales of their products through retailers’ websites.

Both Weetabix and HiPP have become clients of e.fundamentals’ core retail service, which continuously reports how brands are performing against eight ‘fundamentals’, identified as the key elements that influence online sales.  It flags where improvements are required, allowing clients to quickly action the insights delivering the biggest returns.

What our new clients are saying about e.fundamentals

Weetabix head of channel strategy Ed Harman explains: “Having assessed the market, we’re really proud to partner with e.fundamentals.  They’re the only eCommerce analytics provider that showed us how to move beyond fixing the basics and to grow our online channel through actionable insights. They’ve put a powerful tool in the hands of our sales, marketing and category teams which will strengthen our relationship with retailers, helping to boost their sales, amplify our activations and keep our business priorities at the heart of the online sales strategy.”

HiPP group product manager Karen Hill adds: “Before signing with e.fundamentals we were struggling for visibility on shelf which was really affecting our online sales.  Now, with the new platform, we have an eCommerce service that shows and prioritises the actions we need to take to not only fix the basics but also improve the positioning of our products on retailer sites.”

e.fundamentals chief executive John Maltman adds: “We’re delighted to have Weetabix and HiPP onboard with us.  They join a raft of forward-thinking brands now using our platform to benchmark and improve their eCommerce performance and drive sales growth.”

Weetabix and HiPP join many of the world’s leading brand manufacturers using e.fundamentals to manage and improve their eCommerce sales performance, including Birds Eye, General Mills and Edgewell. 

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About e.fundamentals

e.fundamentals is a world-leading eCommerce analytics platform that helps brand owners compete and win online.  The technology serves clients by rigorously improving the sales performance of their products on retailer and wholesaler websites.

e.fundamentals gathers and reviews the latest data about brands’ product performance online and presents it each day through the company’s proprietary 8 fundamentals retail and 6 fundamentals wholesale dashboard, allowing clients to quickly action the insights delivering the biggest returns.  Many of the world’s leading brand manufacturers use e.fundamentals to manage and improve their eCommerce sales performance, including Nestle, General Mills and Edgewell. 

About Weetabix Food Company

Weetabix Food Company makes Weetabix, the UK’s best-selling, most-trusted and most-recommended cereals.  It’s home to some of Britain’s most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready Brek, Weetos and Alpen bars.

About HiPP

HiPP has been producing organic baby food for 60 years and is still run by the HiPP family.  Sustainable farming remains at the core of the business.  It has a network of more than 8,000 carefully selected farmers and is the world's largest processor of organic raw materials. HiPP products are sold in 57 countries worldwide.