French deli specialist Madrange is determined to raise the game in the pâté market with the launch of a range geared to UK tastes and eating habits.
A premium pâté range will be launched in May. It has already won listings in Safeway and the company, the leader in the French meat pâté market, is talking to other retailers.
It says all the British supermarkets are offering similar recipes and standard flavours dominate the market with Brussels and Ardennes pâtés forming 51% of the market by volume.
Yet it points to a growing consumer demand for more sophistication and novelty, as indicated by Cambridge Market Research [November 2002]. Country manager Philippe Udrzal said: "The English market is very different to France and with pâté not part of the culture our competition is the sandwich filler sector. The French eat a lot of starters, and are often still going home for lunch, whereas the British want spreadability.
"There are a few brands in the British pâté market but none act as a category specialist and are willing to drive market innovation," he added.
The spreadable eight-strong range, in resealable 140g and 170g tubs, evolved from consumer research and includes "original tasty recipes with a twist", such as reduced fat Provençal pâté, and an Indian spiced pâté specifically for UK tastes.