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McPHERSON’S LIMITED

 ANNUAL REPORT 2015

On 31 October 2014, the Group divested 
51% of its Housewares business and 
entered into a joint venture with the 
Fackelmann Group. This is an exciting 
time for not only this new Housewares 
joint venture but also for both 
McPherson’s and Fackelmann as well. 
The joint venture now distributes the 
combined ranges of both McPherson’s 
market leading Housewares products as 
well as Fackelmann’s products.

During the year the Housewares 
business successfully re-launched the 
Füri  brand of knives at the Melbourne 
Trade Fair. The launch focused on 
re-engineering the knives for enhanced 
performance and durability, exciting new 
products and a major overhaul to the 
packaging design to achieve better 
on-shelf stand out. Founded in 1996 Füri 
is Australia’s leading brand of 
professional kitchen knives and 
sharpeners. With a presence in Australia 
and abroad, Füri designs and 
manufactures high quality, high 
performance tools for both professional 
chefs and passionate home cooks. 

As part of the re-launch, Füri signed 
Kylie Kwong as brand ambassador. Kylie 
Kwong, one of Australia’s most 
celebrated chefs, is best known for her 
iconic Sydney restaurant, Billy Kwong, 
her range of cookbooks as well as 
appearances on MasterChef.

Multix continues to lead the market and 
is one of Australia’s most trusted 
brands. Multix is the brand most chosen 
by the Australian consumer and is 
proud to play a part in the daily lives of 
Australians. Everyday Multix is there to 
help prepare meals, store goods, to 
clean up and to make life easier. 

Primarily sold through grocery retailers, 
Multix continues to be Australia’s market 
leading brand in the plastic bags, foil and 
food wraps category. The Multix team 
continues to create and innovate, reliable 
fit for purpose products designed to 
make life easier for its consumers. 
During FY2015 the following ranges 
were successfully launched:

• Super Strong Tidy & Garbage Bags;
• Colour Scent range expansion;
• Seasonal Printed Foil Trays;
• Gingham Patty Pans; and
• Foil, Bake & Cling refills for New 

Zealand.

Multix’s brand presence has been 
strengthened with the rollout of the 
new Multix logo and pack designs. The 
stunning imagery certainly lives up to 
its brand essence to inspire professional 
results. 

Participation at trade expos and field 
drives were very successful; creating new 
opportunities, obtaining additional off 
location displays during peak seasonal 
trading periods, and helping to gain 
distribution of new product ranges. 

Working closely with some of our major 
customers, ranges have been further 
developed to help meet the needs of key 
consumers, a win for both parties.

Multix has launched a truly integrated 
social media platform, under the 
overarching ‘Clever Cook’ profile. Since 
December 2014, Multix has staggered 
the release of 102 recipes, including 56 
video recipes, to inspire and educate 
consumers, on how to use our 
products.

In that time the Clever Cook has 
consistently been the fastest growing 
household goods Facebook page in the 
region. Clever Cook recipe and tip 
creations are all about generating 
increased use of our products, as well 
as building brand awareness and 
loyalty. Our social media campaign 
empowers home cooks, and features 
professional hints and shortcuts that 
make creating delicious food easy. 
Home cooks feel good about every 
dish, because it looks good, tastes 
amazing, and, they ‘Made it with Multix’.

Positive review results with our major 
customers at the end of FY2015 has 
Multix in a strong position to maintain its 
market leading position, grow share and 
deliver positive profitable results and 
continue to be Australia’s preferred brand 
of bags, foil and cooking wraps products.

HOUSEHOLD CONSUMABLES

HOUSEWARES

CATEGORY OVERVIEW 

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