A pork producer has taken a leaf out of the chicken industry’s book to launch a range of innovative new products.

The range, from Flagship Foods, features pork fillet steaks which have been cut to appear like chicken breasts. The products are being marketed under a new brand name - TLC, Tender, Lean and Convenient - and are being trialled in 70 Sainsbury stores across the Midlands.

Cepta Finegan, marketing manager, said: “We’re trying to get people to think about using pork in a different way, in a similar manner to how they would use white meat.”

She said the new cuts, the first of their kind in the UK, were under trial in two formats for the
next two months. “Once the trial is over we’ll review how the products have performed and then we might consider launching a further four formats into the range.”

The range currently on sale
features a small pack aimed at the two-person household and a larger, family-sized, pack, while potential additions could include further size variations as well as diced and stir-fry options.

Finegan said the products were being given prime positions on gondola ends within the stores, rather than just within the fresh pork category, to further encourage consumers to think differently about the meat.

A wide selection of recipe ideas has also been incorporated into the packaging and Finegan said they were also investigating potential tie up promotions with cooking sauce manufacturers, although it was still early days.

The range is being supported during the trial period with introductory offers and an ongoing price promotion. Finegan said they would also be conducting in store tasting sessions, and also promoting the product with radio advertising and car-park posters.
Ed Bedington