Dalepak is boosting the marketing budget for its Ross frozen burgers and grills brand by 50% to more than £1m, to back new products and revamped packaging.
The range, which was introduced last year and has secured listings in Tesco, Sainsbury, Somerfield and Kwik Save, is also set to go into freezers at Iceland from the end of this month.
New packs of two 100% Mega beef burgers and four 100% Beef Grills, are due to appear next month, along with re-designed packaging running across the range and aimed at communicating quality and creating standout in freezers.
Julia Bradshaw, meat marketing manager, said Ross had established itself as a “credible challenger” in the burger and grill category.