Gressingham hopes to capitalise on booming demand for duck with the launch of two roast-in-the-bag products.
The Whole Duck (rsp: £5.50/kg) and Duck Crown (rsp: £8.50/kg) roast-in-the-bag variants will launch in Tesco and Asda respectively this month before rolling out to further retailers.
Both are packed in a foil tray with an oven-ready bag, reducing the need to handle raw meat and retaining juices for a “more succulent” end product, claimed Gressingham.
Sales of fresh duck rose 19% in the first half of 2015 compared with the same period last year [Kantar 24 w/e 21 June], and the company said it hoped to “stimulate further growth” by investing in this new packaging and cooking format.
“Our goal is to make cooking with duck at home as easy and appealing as possible,” said Gressingham marketing director Steve Curzon.
“The new roast-in-the-bag products take away many of the negative elements of cooking a roast meal and make it a simple and quick meal to prepare. ”
Gressingham has invested heavily in promoting duck over the past three years, with extensive above-the-line activity, as well as NPD, on-pack promotions and recipe marketing.
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