A new branded pork product aimed at enticing chicken consumers is being hailed a hit.
Flagship Foods had taken a leaf out of the chicken industry’s book with the launch of TLC, Tender, Lean and Convenient pork, last summer.
Initially trialled in 50 Sainsbury stores, the range has now rolled out to 200 and it debuted across the entire Somerfield estate from the beginning of March.
The concept of the launch was to encourage consumers to start thinking about using pork in a similar way to chicken. The products, made from pork fillet, were cut to appear similar to chicken breast.
Marketing manager Cepta Finegan said: “We’re very
pleased with the results so far. We’ve also recently given the range a facelift by putting a recipe photograph on the label.”
She said intial sales in Somerfield were also looking very healthy and the company is in talks with other retailers. “We’re keen to merchandise the range as close to the chicken sector as we can, or on gondola ends,” Finegan added.
TLC was also being supported in both Sainsbury and Somerfield with POS material and Finegan said Flagship was working on getting some instore advertising organised.
The company has also launched a range of Anthony Worral Thompson branded sausages, initially into 150 Sainsbury stores, but Finegan said Flagship was talking to other retailers as well.
The premium range includes six varieties, from pork and apple to pork and wild mushroom, although only three are currently on sale in Sainsbury.
“The plan is to rotate the flavours depending on the season and how they are performing.
“So far it’s all selling quite well,” Finegan added.
Ed Bedington