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The Vie100 Company, inaugurated in September 2017, believes in a world where health and sensory pleasure become one – in food and drink as Mother Nature gave us. Under the leadership of Vernon the company has launched 5 new, unique and distinct, tropical beverages.

"High concentration Mangosteen pulp juice, a Mao berry super-fruit drink, a fiery Lime ‘N’ Honey sweet and sour juice and 2 passion fruit mixes. Our aim is to make VIE100 a ‘destination brand’ for which people will walk the extra mile. Working together with farmers we aim to specifically harvest local Thai fruits, deliver produce of the highest quality that is of a sustainable nature and bring true delight and unwavering satisfaction to the end users. We have established a streamlined operational platform in Bangkok where we are in the throes of driving distribution amongst select coffee bars and high-end hotels in a strategic partnership with Chocolatier Gallothai Ltd. Gallothai Ltd has unprecedented reach in the HORECA trade channel. We are gaining significant interest from other regions, notably Australia, China and the USA." - Quote Vernon Bradley.

Visit our website at www.vie100.com

ARROWLINE were commissioned to assist in turning around the Nestle ‘powerhouse’ business in Malaysia where they were instrumental in mobilizing the Nestle “Re-ignite the Growth programme” – a management programme that saw significant cost reduction in cost structures at an internal operational level and a re-allocation of resource into all –important demand generation of the key brands.

ARROWLINE also assisted in the generation of new communication programmes behind Milo and Nescafé.

ARROWLINE assisted in the process of executing the long-term business plan material designed to “Unlock and unleash the value in the formidable Nestlé NHW footprint in MYSG” – activity included orchestrating presentation content, documentation book and video material.

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Second to the Tanakan work in Asia ARROWLINE were commissioned to review the RX to OTC transformation opportunity of the giant SMECTA anti-diarrhoeal brand in China. This work included strategic positioning of the brand and identification of a route to market via retail key account drugstores where the brand had a formal presence but limited in store support. ARROWLINE laid down the foundations of the key success factors that were implemented in 2015/16.

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Following some preliminary work in Malaysia ARROWLINE worked with IPSEN in Vietnam on the OTC transformation of their infamous Gingko Biloba based brand TANAKAN – a brand with a particularly strong prescription heritage in Vietnam. Work included scoping out the commercial opportunity, consumer research guidance, commercial modeling, creating new brand identity [including packaging] and competency specification/development

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ARROWLINE launches high-end innovation in acrylic cleanliness and acrylic restoration. Using our fingers on modern day appliances is all very clever but with it comes the problems of nasty smears. Our multipurpose spray cleaner polishes and cleans in one –suitable for many an appliance albeit mobile devices, windows, mirrors, showers or kitchen hardware. And when that shower door really does need sorting – our two new emulsions are ready to bring it back to new! Our spray is already being used now on professional scanning equipment and the emulsions have tested positively on marine equipment with third party contractors – Time to unleash the value all three. Visit our website at actalene.com

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Authentic Cuisine: Thai, Japanese & Vietnamese Choice

Asian cuisine continues to grow as a world favourite but the guarantee of quality and use of permissible ingredients and process in cooking is not always assured. In partnership with our Monty and Totco friends in Thailand we changed all that. Technical “know-how” in Asian cuisines, product development and process now ranks Monty and Totco a real second to none in service capability.

Encompassing a wide range, ARROWLINE helped to revamp some of the brand varients to broaden in store visibility and assisted in the process of international exports namely in the UK.

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Delicious Healthy Dairy Alternatives.

Health is our every concern. In Asia rice bran oil is well known for its better health properties and unlike the west it is very popular in cooking. A technological patented breakthrough from the 4Care company in rice oil understanding enables us to use rice bran oil in other core cooking ingredients facilitating a much-reduced saturated fat intake – up to 4 times less than regular products.

In partnership with the 4Care company, endorsed by the Heart Foundation of Thailand, ARROWLINE helped to re-shape waist lines around the world and to drive stronger cardiovascular health via many new product forms in cooking creams, coffee creamers and highly nutritious beverages – Namely in Thailand, Europe and the Indian sub continent.

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Our partner here, Edu Plus CIC, is an organisation central to ensuring quality standards in the UK Thai business community assisting restauranteur and Thai business in food and beverage “raise the bar”. They offer a unique coaching and mentoring service, working with the government on the GrowthAccelerator programme helping many a business drive their annual growth and employing more people in the process.

ARROWLINE provides services support to the entrepreneurs in the form of marketing services – working on new brand extension concepts designed to expand the business. e.g. New retail and catering food offerings and/or improved take-away services. ARROWLINE is responsible for helping originate a commercially viable idea and assisting execution of activities. We help the client through the whole process.

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It all starts with what nature provides us. Queen Victoria labelled mangosteen the “Queen of All fruits”. It has been found very beneficial to many health problems of both an acute and chronic nature. Why? It is steeped in polyphenol antioxidants called xanthones. There are 200 xanthones in nature and this fruit has as many as 43 in total. The American Journal of Nutrition recognizes that the antioxidant is up to 10 times more powerful than VITAMIN-C.

Despite the massive documentation as recorded by the NCBI in the USA this health product has to undergo further R&D in vivo activities to support the claims and unfortunately it is unavailable in Europe until further notice.

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Edu Plus CIC is an organisation central to ensuring quality standards in the UK & Eire Thai business community assisting restauranteurs and Thai business in food and beverage “raise the bar”. They offer a coaching and mentoring service second to none. In the process they work with the government on the growth accelerator programme helping many a business drive their annual growth and employing more people in the process.

EduPlus International is an extension of Edu Plus CIC designed to expand the level of services offered across a wider target audience base. ARROWLINE is helping assist raise their own profile by enhancing their own on-line activities. Soon to be launched www.eduplusinternational.com

Across 2010-2013 ARROWLINE gave assistance to Nestle in the Maghreb region [Morocco,Algeria and Tunisia] in a variety of different areas including:

Analytical and creative business advice to further the equity positions of the Nestle corporate brand, Nescafe, and others with assistance to the marketing teams and advertising agency in the generation of communication materials.

Streamlining agency support services and implementation of a new remunerations package

Amongst key accomplishment Nescafe delivered the highest market share ever, with highly novel TVC campaign material and record breaking digital exposure. In addition ARROWLINE helped generate significant savings in year one in the remuneration of all agency support services

One example of our successful activities pulled together with the local teams:

TVC

Digital

Making Of

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ARROWLINE has been involved in both new product development and marketing communications programmes working across the portfolio of Nestle consumer products -including the iconic NESTOMALT brand, NESCAFÉ, MILO and MAGGIE – and in addition the range of nutritional brands under Nestle Nutrition. Much of the work was instrumental in accelerating growth in this powerful territory where the Nestle “footprint” is arguably one of the highest in the world on a per capita basis- if not the highest. In 2010 Sri lanka won the prestigious Milo trophy, a much coveted prize within the Nestle world, for its accomplishments in the malted food beverage category. In addition ARROWLINE worked on corporate affairs bringing together new prospectus material for local use.

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Phuket beer was founded as original island beer. In 2011 ARROWLINE assisted this beautiful fledgling brand find a new lease of life – to help determine effort priorities at all levels in the business – determining geographical territory focus, assisting more efficient “routes to market”, designing channel management programmes, re-branding the product and designing a marketing support package.

We helped prioritise the markets with USA, Japan and UK/Ireland the top 3. For the UK, along with other European markets, we looked at establishing a new legal entity in Europe with a distribution centre in Rotterdam – along with appropriate capital, human and IT infrastructure. The final outcome was for ARROWLINE Trading Ltd itself to take on the beer. The brand was seeded in various different trade channels on test. After 12 months we pulled out due to poor financials – coming from excessive upfront duty,tight margins and intense discounting.

A new brand identity was delivered with the assistance of another professional design house. The design house were asked to pick up on the key mnemonics/equities and inject stronger beer values to all packaging components, addressing the need for more cost effective material in the process. A strategy was also put in place to ensure more efficiency/focus on relevant support materials – eliminating wastage. E.g. appropriate In- store POS to heighten visibility, appropriate merchandise for restaurants.

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In late 2008 NESTLÉ in Taiwan was on the brink of collapse contending with a melamine crisis that started in China. The spiking of milk in China became big world headlines. ARROWLINE was called to work on the recovery programme. The issue was catastrophic for Nestle as one event after the another compounded mis-trust with consumers on brands that had long been held iconic.New products were essential as was a major new communications campaign for the KLIM milk brand and for NESCAFÉ; the latter was also effected by virtue of the fact that the core product contained creamer that people came to distrust. The end result was a business bigger than before.New foundations were laid for KLIM itself enabling expansion into new categories. The exercise was a 10 week programme.

Paul’s stellar career with the Coke bottler Swire in HK then China led him to grow their soda share from 63% to 80%in HK, fully exploiting the extra range of Schweppes beverages years before it was acquired by Coca-Cola globally. He also moved still drinks share from 12% to 25%, with many innovations beyond juice, with soya milks, Western and Chinese herbal teas. He launched the first hotfill juices under the Sunfill brand in can and glass bottle, then into a first for the region of hotfill PET, catapulting into juice leadership.

In China, Paul re-engineered two former state-owned enterprises and opened up new factories and operations in the new provinces, with his total area encompassing 300m consumers. Paul assisted Coca-Cola to develop a new range of Chinese joint-owned beverages under the Smart brand ,and to develop the Coke millennium plan, of rolling out from 20 to 40 plants.

Paul spearheaded a China competitor research project that revealed to senior international management that their strategy based on Dettol’s leadership position was misguided as he clearly identified that a local competitor had overtaken Dettol in so-called ‘secondary markets’ leading to Dettol’s loss of top position. The sales boost experienced during the SARS crisis had greatly boosted sales but not share. Paul’s study relied heavily on mining information that was within the middle management of the company but had not been communicated or listened to, at senior levels. The study led to a major fightback and investment into the China market by head office.

Tetra Pak has a huge presence in China and SE Asia, in dairy, juices as well as teas. Paul used his experience as a former customer of Tetra within the Coca-Cola system to develop in-house training for customer relations and was employed across the region to deal with new challenges such as the launch of Tetra Wedge in China; to convincing major customers in Indonesia at the time of the Bali bombings, when its own executives were grounded, to switch from expensive and heavy returnable glass into carton in the extensive distribution network across the Indonesian archipelago; to developing a launch plan for Tetra’s first operation in Bangladesh, from developing new products to positioning and successful launch plan.

Vitasoy has been a pioneer in soya beverages well before the health wave swept soya into the fashionistas consciousness. They developed the first long-life bottled soy beverage and then were early adopters of Tetra Paks. They are a leading member of the HK stock market.

Paul as the first commercial consultant to be trusted by a traditional family business reoriented their strategy in China, assisted them convert from a low volume exporter into Australia into a fully fledged local joint venture, quickly overtaking their US business and helped move their whole business from a carton manufacturer into multiple packages, from PET to hot-filled cans.

Actis was privatised out of the government-owned investment arm CDC to lead development projects via private equity investments in the emerging world markets. Initially Paul led commercial due diligences and developed commercial plans for FMCG acquisitions in China, varying from herbal spirit producers in Ningxia to biotech yoghurts in Beijing and Changsha, as well as recommending against less viable candidates.

Actis then was so impressed that they persuaded Paul to operate in their newly expanding East African operations. Eventually, the management team opted out into a new Nairobi-based East Africa focused PE group Catalyst Principal partners. Ventures included Tanzania’s leading toothpaste and healthcare group, Chai Bora, Tanzania’s leading leaf tea brand, Yes Mineral Water Ethiopia, the leading local brand and Britania biscuits, Kenya’s erstwhile leading biscuit manufacturer.

Paul has also been building bridges with China, helping these African companies modernise their operations by guiding them in acquiring Chinese production equipment, which in many aspects is matching European quality at more affordable prices.

Paul led a project team for the China operation of this US$11b Swiss mega-distributor to obtain a fully legal OTC operating licence, by acquiring a small local operator as a licenced shell company to legalise their previous ‘grey-market’ operation. This involved lengthy local and national government negotiations plus an auction process on the Shanghai stock market for state-owned assets. All the documentation and negotiation was in Chinese and also had to be ‘sold into’ a somewhat sceptical head office unfamiliar with the intricacies and obfuscation of Chinese authorities.

Within SE Asia Paul spearheaded an acquisition trail of mid-sized local companies, from Taiwan to Malaysia.

Greatview is a Chinese competitor to European carton manufacturers that floated on the HK stock market to finance its international expansion, to become world number two. Paul because of his wide ranging packaging knowledge and local contacts was appointed by Greatview to work with Morgan Stanley to edit the commercial section of the successful flotation documents and later on to network with his SE Asian and African contacts in their export expansion.