Nicholas Goodwin

If you stopped making a product they wanted, it affected badly on the company as a whole.

So it was crucial to make sure your consumer was happy.

And therefore, that's why the product stayed within the portfolio for many, many years.

I mean, Jay's was losing money by that stage.

It had a real challenge because Jay's made what we call own label, private label products and also branded products.

And there's always a conflict between the two because they require different amounts of marketing money.

They required different types of R&D and innovation and so on.

So having those both side by side was very difficult.

And therefore, we had to choose which area we were going for, but also meant selling off the non-profitable, what we'd call niche brands.

And unfortunately, that's where Eisel came.

So running down the sales production of that became a key part of us getting back into profit.