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Supercook’s SAP solution to deliver competitive edge

Cakes and desserts manufacturer Supercook is planning to get fast delivery of better business controls and competitive advantage from its new Chelford SAP Business Suite. The company is using Chelford's Smartstart 'out-of-the-box' solution to get its system up and running in only three months, minimising in-house support requirements and bringing business benefits on-stream without delay.

Part of the international Hero Group, Leeds-based Supercook has many years experience as a supplier to the home baking market, fuelling millions of children's party memories of familiar treats. The company now offers over 140 products, from cake decorations and flavourings to luxury cooking chocolate, marzipan and children's cake mixes. Some 85% of its £35m sales in 2004 came through the UK supermarket chains.

To underpin steady growth and compete for business from its price-sensitive supermarket customers, Supercook needs quality business information to drive out potential inefficiency, improve productivity and keep its prices aggressive. The board felt that its existing business support technology would not provide the kind of robust control and management reporting necessary for future success.

"We needed a new approach to planning and control across the company," says Supercook's Financial Director, Wayne Beedle. "To achieve that, we had to have an integrated view of manufacturing processes, stock control, warehouse planning, purchasing and customer relationship management. It's only by being able to see what's happening in the business that we can manage a successful, growing business."

A re-organisation of the business in 2004 gave the company the chance to reassess its business system. Supercook opted for the flexibility and integration benefits of a SAP solution, coupled with Chelford's expertise in supporting mid-market companies in the consumer products and foods business. It was attracted by Chelford's ability to source all hardware and software and provide experienced project management, education and ongoing support.

Most important, with a lean in-house IT department, Supercook needed a respected technology partner that could help implement the system without delay. Chelford's Smartstart 'out-of-the-box' solution provides an implementation template to make sure the new system will be operational by its aggressive three-month deadline.

"We operate in fast-moving markets," says Wayne Beedle. "We can't afford to let a new system slow us down or distract our people from their main job of servicing customers and running the business. We also want to see a fast return on our investment. Chelford have given us confidence that we can achieve that."

Chelford Managing Director Trevor Lewis says: "Supercook has the business vision that will really exploit our SAP Business Suite, the added value that we bring through our people's experience, and our specialist knowledge of customers' markets. We know how important it is for Supercook to be operational without delay - that's why Smartstart is so appropriate."

We're about to enter a new growth era at Supercook," says Wayne Beedle. "Chelford's SAP solution will play a major part."