Dry-aged beef rebrand

The rebrand of Kettyle Irish Foods as a premier product has proved a great success after sales soared by 85% last year.

The growth came after a strategic repositioning of Kettyle's sirloin and rib-eye steaks at the top end of the market. The company signed an exclusive contract with Marks & Spencer (M&S), to supply its Irish grass-fed, dry-aged beef to M&S' premium Special Reserve brand. It is now sold in stores across the UK and Northern Ireland.

Elaine Willis, new product development manager at Linden Foods, said: "We worked with M&S to showcase the unique and outstanding qualities of Kettyle’s meat. This involved extensive investment in repackaging and merchandising which emphasised the quality of the product.

"The work was based on extensive market research with M&S, which showed that consumers, although facing financial pressure and uncertainty over employment prospects and reluctant to dine out as often as previously, wished to enjoy a really good beef meal, especially at the weekend."

Kettyle Foods is part of Northern Irish meat processor Linden Foods and farming cooperative the Fane Valley Group. Based in the Fermanagh lake district, it was launched in 2004 to specialise in the provision of high-quality beef targeted at the foodservice sector in the UK, Ireland and Northern Ireland.

The meat is sourced from local Aberdeen Angus and Hereford farmers and matured on the bone for a minimum of 21 days. The company has invested heavily in its plants, machinery and systems.

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