BBQ Me! is made from pork belly and medallions and comes in four variants Juicy Pork Medallions in herb and pepper marinade; Grill Sun (tender seasoned pork belly on a wooden skewer); Texas Twisters (tender seasoned minced pork belly spirals on a wooden skewer); and Cowboy Torches (tender seasoned minced pork belly waves on a wooden skewer).
The lines can be put straight on the barbecue, under the grill or in the pan without defrosting, and cook in seven minutes.
BBQ Me! will launch into 350 Tescos on 14 March, at an expected rsp of less than £3 for a 300g pack. The launch will be backed by in-store marketing, Clubcard offers and an online and social media campaign.
Like Toast Me!, BBQ Me! will be marketed under Tönnies' convenience food brand Tillman's, which is Germany's biggest barbecue brand, with about 90 dedicated barbecue SKUs and a 40% share of the barbecue retail market.
Jon Gymer, head of Tillman's UK, said the success of Toast Me! which is now listed in Tesco, Morrisons, Budgens and Londis had shown there was an appetite among British shoppers for innovative meat products. BBQ Me! would do well because the range was frozen and so had a far longer shelf life than chilled barbecue lines, he added. "This will really take the stress levels out of barbecues for consumers, as there is no need to rush out to the supermarket as soon as the sun shines."
BBQ Me! is Tönnies' second foray into the UK market after the launch of Toast Me! last October. The company, which is Europe's largest privately owned slaughtering and meat processing business, has ambitions to bring further meat convenience products to the UK later this spring and is also looking at entering the UK own-label meat market.