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Van Den Eynde plans sweeping UK relaunch

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Van Den Eynde is set for a dramatic relaunch in the UK. Picture courtesy of Angling Times.
↑ Sales and Marketing Manager, Jan Van Schendel, concedes that Van Den Eynde has lost ground in the UK in recent years.

One of Europe’s premier bait brands, Van Den Eynde, has announced a sweeping new relaunch in the UK. The Belgian company has appointed a new distributor and marketing partner as it prepares to unveil a range of new products and packaging.

The company is confident that its new agreement with Suffolk-based Copdock Mill, a major player in the petfoods market, will mean quicker delivery times and better margins for retailers.

Founded three decades ago by the late, legendary match fisherman Marcel Van Den Eynde, the Belgian business revolutionised the groundbait market with some of the most successful products ever seen.

But while the company’s sales in mainland Europe have continued to flourish, sales and marketing manager Jan Van Schendel concedes that it has lost ground in the UK in recent years.

“The UK was once our biggest market, but it is fair to say that we didn’t keep pace with the emergence of commercial fisheries and were not providing the right products. Also, our distribution system did not create attractive margins for tackle shops. With competition increasing at the same time, we lost our position in the market.

“However, the situation now looks very good. Copdock Mill guarantees 48-hour delivery and in many cases can achieve 24 hours. The beauty of our agreement is that it is huge in the petfoods trade and already has an established distribution network in place.

“Our new model also means shops will enjoy better margins. We have plans to develop still further and I can see a very good future again for Van Den Eynde in the UK.”

Van Schendel hopes that UK sales can emulate those on the Continent, where Marcel Van Den Eynde’s three world championship victories are still the stuff of legend. The brand is enjoying growth in eastern Europe and remains number two in Europe, he says.

The manufacturer’s new range includes three groundbaits for commercial carp anglers. Its original ready-to-use Juicy Pellets will now be available in Krill, along with liquid additives for both flavours. Black and white pellets for hair-rigs will also be new to UK commercials. All the company’s baits are made at its facility near Dendermonde in Belgium.

Copdock Mill’s Andy Morgan said that improving delivery times for Van Den Eynde was the main priority. “Our fast and cost-effective mail order system will be a major benefit,” he told Angling International.

“We aim to remind UK anglers that Van Den Eynde has some great products through improved packaging and to make sure tackle shops get product when they want it. We aim to restore the brand to its former glories in the UK.”

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