Fresh-Pak Chilled Foods is hoping to transform the sandwich fillings category with the launch of a product designed to be served hot.
The Hungry Wolf range comprises three meat-based microwaveable fillings - Pork & Apple, Beef & Horseradish, and BBQ Pork - sold in cartons with a cardboard sleeve. Each pack (rsp: £2) contains 160g of filling - enough for two servings - that can be heated in a microwave or on the hob before being used in a sandwich or baguette.
The Hungry Wolf had been inspired by growing consumer interest in street food, said Fresh-Pak head of retail sales Bernadette Gilman, and was the first branded launch from the company, which supplies own-label sandwich fillings to retailers and foodservice. The range is made from 100% British pulled meat at the company’s Barnsley factory, said Gilman.
The chilled range, which has a seven-day shelf life, rolled out to about 300 larger Tesco stores last week.
Fresh-Pak is hoping to increase consumer penetration of the £127m sandwich fillings market from the current 32% [Kantar Worldpanel 12m/e April 2013].
The branding for the range was developed by Coley Porter Bell, which used a blackboard texture with bistro-style lettering and put three-step usage instructions on front of pack.
“Developing the first brand for an unbranded provider while opening up a new segment in their market meant the branding and packaging had to work much harder than usual,” said creative director Stephen Bell.
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