Recently we did a short interview piece with the lads at Nutrabaits, focusing on the brand, its history, key products, future plans… And even an exclusive collab with us!
Main pic: First premises in Sheffield
Q: For those living on the moon, can you tell us a bit more about the Nutrabaits brand and history?
A: Nutrabaits was established in 1986 by two of the carp world’s most passionate and dedicated anglers, Bill Cottam and Tim Paisley. The brand was built on an ethos of quality and every ingredient used within the product range was designed to provide nutritional value to fish. In turn, this would lead to a more consistent catch rate for the anglers’ that used the products because carp, just like humans, they recognise what food source is beneficial to their dietary needs.
In the first two years of trading Bill was working as a swimming pool attendant and processing orders for the fast-growing bait brand in his spare time. In 1988, Bill left his job and put his heart, soul and every hour the carp gods sent into growing Nutrabaits. The brand actually grew beyond Bill’s wildest dreams and set a new precedent in the bait world as there wasn’t the competition there is nowadays. Most that lived through the era would be inclined to agree that the launch of Nutrabaits changed the bait market within the carp angling sector forever, and set a precedent that lead up to the multi million pound industry it is today.
“At this present moment, the brand has a distributor network that pushes our product into over 50 countries across the globe and reaches out as far as Japan, Kazakhstan, China and even Israel! Quite impressive, right?”
Q: Unbeknown to many we guess, Nutrabaits was sold last your to the TAG group which holds Taska and Kryston as well. What’s been happening in the last few months, is Big Bill still involved?
A: Great question Gio, this is something I’ve been itching to be asked so that I can provide some business background for the every-day angler that wouldn’t necessarily know what goes on behind the scenes. Firstly, I’ll start by saying a resounding YES to the question; is Big Bill still involved? I work closely with Bill on a day to day basis and I’ve got so much respect for that man, he’s truly a legend of our industry and an admirable gentleman. He’s a keeper of the faith if ever I’ve seen one! Bill’s involvement is still quite hands on within the company, we liaise with him for new product developments, he helps me out tremendously from a marketing perspective and he also plays a key role looking after some of our distributors across the globe.
Bill Cottam, supreme Keeper of the Faith
Now, let’s talk all things business and answer the rest of your question… I’m the brand manager for The Angling Group which is a company that has more than one brand under its roof, there are loads of companies in our industry that have a direct affiliation without the consumer even realising. Groups made up of multiple brands create powerful businesses and powerful businesses in our industry lead the way on innovation and re-investment to provide a better overall offering to the everyday carp angler. Working on a number of brands under one company makes my job super interesting, but at the same time it’s extremely demanding having to juggle between brands that are all very different and have different needs that I have to attend to.
Ben Francis, TAG Brand Manager
Since TAG acquired the company last year we’ve given the brand a fresh new look, we’ve scheduled in loads of new product developments and we’ve increased our marketing activities quite considerably. There’s a lot more interesting news to come too 😉
Fresh new look, and some fresh new products.
Q: Are there any changes in the range since the takeover? And is there any new products coming?
A: Yes, we’ve changed the range quite a bit, we’ve stripped back our product offering and the products that were not amazing sellers have been discontinued to make way for new developments. I’ll give you an exclusive here as I’ve not mentioned it to anyone outside of our business yet, but we’ve been working on a new Trigga formula that is essentially a MK11 new and improved version of Trigga Ice that will be called Trigga365, designed for year round attraction. Keep your eyes peeled for that. I don’t know the exact release date yet as we’re still fine tuning the product offering, but it looks set to be another winning formula!
Trigga; needs no introduction…
On top of that we’ve been working on a number of top secret projects that are all designed to help anglers catch more carp. Tip Topz are set to release this summer, we’ve already done some promotional work on these flavour filled buoyant half baits have been designed to give you a visual and high attract edge for pop-up rigs or snowman presentations, they’ve been a huge hit with our field testers and us here at the office.
Q: As we hail from Belgium ourselves, are there any specific plans for the Benelux?
A: Yes of course, our continued work with MC is something that we intend to do more of this year. We love the Monkey Climber brand and we love its audience so we want to bring the Benelux as much exclusive content through our media work as possible. There is also some exclusive products that are targeted at the Benelux market to come out very soon. I’ve recently signed two new anglers for Nutrabaits Team Benelux, Roy De Roo and Danny De Kruyff, both of these chaps are heading up what I’ve called our “New Vision Team”. Their role is to help promote the brands throughout the Benelux and create a new vision team made up of the best up and coming anglers from the region. So far I’ve been extremely pleased with their work ethic and I foresee big things on the horizon!
Q: You have strong online plans as well. Can you shed an exclusive light on that already maybe?
A: Two exclusives in one interview Gio, damn you’re good! This is something I’ve been buzzing to talk about in a public forum so I’m happy to shed light on what we’re doing. In recent months, we’ve been working hard on a new website for the brand; well, all of the brands we have under TAG are getting new websites, plus we’ve created a completely new brand complete with a website to boot that no-one outside of our office has seen yet. As you can imagine, this is no small task and it’s completely taken over my life in the past few months! I’ve had so much fun working on this project, but brother I am very much in need of going fishing to get some chill time once the sites go live. It has not been an easy task to complete and the journey has been filled with trials and tribulations… The biggest obstacle to overcome was when my right hand man, Harry Law, ended up falling seriously ill and required an emergency operation whilst we were in the middle of building the site which meant I was a man down and had lost my head space as I was worrying about my little sidekicks health at a really crucial point of the site build. Luckily our man was all good, he made a full recovery after taking a month or so resting up and he’s now back in the office doing what he loves. It’s so good to have him back and I’m glad he’s back to full health in time for the official launch.
The Ostend shipping canal was kind during our stay… Double trouble Gio and Harry Law.
We’re nearly ready to release the sites for you all to see now and I have to say they’re a thing of beauty, it’s so nice to see a project come together that you can reflect on and say “we smashed it!”. I can safely say I’m so proud of the new website for Nutrabaits and it will bring me so much joy to share it with all of our customers around the world. Anglers will be able to buy Nutrabaits product direct from the website as well as through a number of exclusive stockists across Europe, but more so than that, the site will be a place where you can get all the latest news from us and find some really educational material that will help improve your knowledge of bait. I anticipate the new site will be live before the end of March so keep your eyes peeled on social media and for your reference the URL is www.nutrabaits.net
Q: All sounding very sweet, brothers, what about the exclusive Nutrabaits >< Monkey Climber we’ve been talking about on the banks of the Ostend shipping canal last year?
A: Three exclusives now, I must tell you too much in our off the record conversations haha. Now, you know all about these, but I’ll enlighten your readers about what we’ve created together… Last year myself and Harry spent some time with Gio in Ostend to embark on some limited edition collaborations, we brainstormed quite a bit and discussed many projects. The first collab we are set to finalise is a limited range of Pop-Ups, using proven recipes that was provided to us by Gio.
Sneak peek of the exclusive collab we’ll do, MC >< Nutrabaits Saffron & Cream in washed out pink.
We wanted to create something unique that had an old school feel to it so that the products included time proven flavours and were guaranteed to be efficient carp catching products. What Gio developed with us were two mind-blowingly good Pop-Ups; a Saffron and Cream combination in a washed out pink and a truly intense fusion of high attract liver in a prominent white. Both products are superb and we’re set to launch them in conjunction with the new website, they’ll also be available to purchase via the MC website upon release. Remember they’re limited so get in there quick when they’re released!
Peace and Love
Keeper of the Faith
First one from the Ostend shipping canal for Ben.