Patak’s owner hires e.fundamentals for online sales push


AB World Foods, the ethnic foods division of FTSE 100-listed Associated British Foods, has selected ecommerce analytics provider e.fundamentals to help drive sales of its products through retailers’ websites.


AB World Foods, whose brands include Patak’s, Blue Dragon, Levi Roots and Tabasco, has become a client of e.fundamentals’ retail service, which continuously reports how brands are performing against eight ‘fundamentals’, identified as the key elements that influence online sales.  The service flags where improvements are required, allowing clients to quickly action the insights delivering the biggest returns.

AB World Foods ecommerce manager Alice Gheissari explains: “Ecommerce is a key strategic focus for AB World Foods.  e.fundamentals not only helps us drive sales in this space, but saves us time by gathering data we can use from an omnichannel perspective.”

e.fundamentals chief executive John Maltman adds: “We’re delighted AB World Foods has signed with us.  The business fits alongside a host of other major FMCG brands using our platform to benchmark and improve their ecommerce performance and drive sales growth.”

AB World Foods joins many of the world’s leading brand manufacturers using e.fundamentals to manage and advance their online sales performance, including Nestle, Birds Eye, Mars and Weetabix.

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