Tulip products

A new three-tier range of meats spearheads Tulip’s relaunch

Tulip is targeting a 100% increase in foodservice sales to £260m by 2016 - and is looking to street food to help it get there.

Tulip, a subsidiary of meat giant Danish Crown, spearheaded the relaunch of its foodservice division this week with a new three-tier range of meats: Simply Best, Simply Better and Simply Good Oak Crown.

Premium range Simply Best, which contains a minimum 90% meat, includes four street-food inspired products: shredded chicken and beef, pulled pork and pulled ham hock (£1.99 for 125g).

The launch of pulled meat products followed a “substantial” investment that Tulip had made in installing eight slow cookers across several of its 16 UK sites over the past three years.

In developing the range, Tulip had researched the street food trend and noted that street food eateries were “popping up everywhere at the moment”, said Simon Shirley, Tulip Foodservice director. “If that’s the current trend, we should give everybody the opportunity to stock those types of products,” he added.

Comprising 61 new lines in total, the relaunch is aimed at the catering, hospitality and independent retail sectors and will be sold through wholesalers and C&Cs.

“We analysed the foodservice market and found that caterers were frustrated with the fragmented and confusing nature of sliced cooked meats buying,” said Shirley.

The relaunch would address that by offering a diverse range of products tiered by quality and pricing, he claimed.

Simply Better comprises sliced cooked meats, cooked and fresh Bacon and deli fillers with a 80% to 90% meat content and is priced at £1.49 for 125g.

Simply Good Oak Crown comprises everyday sliced cooked meats such as ham, priced at £1 for 100g.