Gammon is set for an image overhaul with the launch of a new range of branded convenience products designed to boost gammon's appeal as an everyday meat.

The Gammon Company is a new range from Danish pork giant Tulip. It consists of packs of two quick-cook gammon steaks and a choice of three pour-over sauces cider & apple, caramelised pineapple and honey & mustard.

The range, which has been designed to appeal to younger consumers, has won listings at Tesco, where it will be rolled out at the end of next month.

Sales of traditional meat cuts like gammon have generally done well during the economic downturn, as consumers have opted for cheaper cuts.

According to Kantar, value sales of gammon steaks stood at £120.2m for the 52 weeks to 23 February up 28% on the previous year while volume sales were up 7% to 21,500 tonnes.