Source: Finnebrogue Artisan 

The NPD is designed to be used in kids’ lunchboxes and as a healthier and “meatier” sandwich filling

Finnebrogue Artisan has expanded its Better Naked nitrite-free pork range with the launch of a finely sliced variant.

Designed to be used in kids’ lunchboxes and as a healthier and “meatier” sandwich filling, the NPD – which is also free of any artificial preservatives – landed in 190 Tesco stores across Great Britain this week (rsp: £3/120g).

It complements the brand’s existing ham range, which includes Premium, Honey Roast and Deli variants, available in Waitrose, Ocado and Sainsbury’s.

“Finely sliced ham is favoured in sandwiches by many people, so it made sense to add this version to our range, given more and more people are returning to lunchboxes to save money,” said Tegan Bodles, an insight analyst for Finnebrogue.

Better Naked Finely Sliced Ham has a higher protein content at 25g and a lower salt content at 1.18g than a number of supermarket own-brand alternatives, the Northern Irish supplier added. It also had an environmental rating of A for sustainability from eco label Foundation Earth.

The launch comes in the same week that Finnebrogue announced the appointment of ex-Asda CEO Roger Burnley as its new non-executive chairman.

Is it the end of cheap meat? Meat category report 2022