Somerfield has launched a new ‘Primary Plus’ fresh chicken range into its stores under the Grampian brand.
The products, which went on sale on Wednesday, are designed to be easy to cook and offer short cooking times. They are selling alongside fresh chicken in the store’s chillers in a bid to market them as value-added primary meat products.
Grampian Country Food Group said it had identified key drivers of consumer purchasing decisions within the fresh chicken, including ease of cooking, value for money, portion sizes and variety.
Grampian meat marketing controller Ruth Griffiths said that the new Grampian brand Primary Plus range targeted the
sector between primary meat and ready meal-style. Prepared whole chickens and joints come basted or accompanied by a simple stuffing and sauce.
“Our consumer research has identified that consumers are looking for meal ideas that are not necessarily complete ready-to-cook meals, but fresh chicken that is pre-prepared to take the worry out of what to do with it.”
Somerfield poultry Buyer Niki Matyjasik added: “Our first target is to reinvigorate the family roast whole bird and we look forward to growing the category with Grampian.”
Grampian’s Somerfield business manager, Tim Walsh, said: “This is an exciting opportunity to bring the Primary Plus concept to market. With the consumer’s focus moving towards British chicken as their preferred choice, this Grampian brand will provide the reassurance that they are buying the best and freshest.”
On shelf right now are three varieties of basted whole chicken: Texan smoked, garlic and herb and lightly seasoned. All are 1.55kg and retail for £3.99. More products are on their way, said Grampian, including mini roasts, quick-cook steaks and fresh burgers.
Richard Clarke