Bearfields has moved into UK retail for the first time with a premium nitrite-free ham range.
The three-strong lineup features Carved Deli Ham, Carved Honey Roast Deli Ham, and Carved Breaded Deli Ham.
Available through Tesco Superstores and Tesco Extra in 100g packs (rsp: £3.25), the products were developed on the back of consumer research, which revealed that shoppers desired “high-quality, reduced-additive” options, according to O’Brien Fine Foods, which acquired the food producer in 2021.
Bearfields, which dates back to 1907, sells its products through wholesalers Costco and Bidfood and operates two sites in the UK – Leeming Bar (North Yorkshire) and Leytonstone, East London.
The expansion into Tesco – the brand’s first listing in a major UK multiple – marked the start of its journey to become a staple in British households, with plans to expand its UK retail presence further in the coming months, O’Brien Fine Foods said.
“Our goal is to bring better food to both our shoppers and retail partners,” explained MD John O’Brien. “As part of this, we saw an opportunity to develop a premium ham that is made without nitrites and artificial preservatives.
”The key for us, however, is that it tastes great and delivers on flavour without any compromise.”
Mairead Golden, marketing director, O’Brien Fine Foods, added: “We’re delighted to see these products on shelf. It has been very exciting to work with Bearfields, a proud centenary family brand, and to combine our expertise to create a truly delicious sliced ham range”.
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