New gammon brand launched in Tesco

Tulip's latest brand, The Gammon Company, has brought out a brand of quick-cook added-value gammon steaks - which have already been listed by Tesco.

The steaks are in a pack of two with a choice of two pour-over sauces, caramelized pineapple and old favourite, honey and mustard.

The range aims to give gammon’s image an overhaul by appealing to a younger customer and address the lack of cooking knowledge that puts many shoppers off. 

A spokesman said: “The Gammon Company has designed a funky new look to prove that gammon isn’t simply for Sundays, and to get it back on the mid-week menu.”

Gammon steaks showed poor performance over the last year, with year-on-year growth of only 1%, down in value by 1.5% (Kantar Worldpanel, 52 weeks to 20 March 2011). Shoppers tended to seek value-added products partly because of a lack of cooking knowledge. The sluggish growth was also fuelled by heavy supermarket promotion of bacon joints - up 2% by volume (Kantar Worldpanel, 52 weeks to 20 March 2011) - at the expense of steaks.


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