Denny Fire & Smoke: Fire Grilled Ham
Who: Kerry Foods
What: Denny Fire & Smoke: Bourbon Smoked, Fire Grilled Ham
Where: Chilled meat slices
When: Launched April 2015
How much: Rsp £2.89/100g
Why: Kerry Foods is hoping to expand the appeal of sliced cooked meats with BBQ-inspired premium brand Fire & Smoke, which made its debut in Ireland this spring. The supplier said it was currently in discussions with UK retailers about stocking the range - which comprises seven pre-packed meats and two deli-counter products.
Consumer verdict: These ham slices attracted high levels of pre-trial interest, with appeal driven by the pack, which prompted some to comment it “didn’t look processed”. And the majority were impressed by the quality, commenting on the “good thick slices” and moistness. Those in the North scored the ham a maximum 50 points. Testers in the South scored it 36 and had reservations including “a little pricey” and “lack of smoke flavour”. Despite this, there was limited impact on ratings across all key measures, which were all above the category norm.
Pre-trial purchase: 56%
Post-trial purchase: 71%
Better than what’s out there: 67%
New and different: 82%
Overall score: 45/50
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