Asda launches ‘Roast in a Tray’ range

Asda is hoping to shake up the roasting category with the launch of an innovative new product range that aims to introduce further convenience to the roast dinner.

The retailer is launching its Butcher’s Selection Simply Roast in the Tray range into stores tomorrow (16 September) and senior trader Jim Viggars said it demonstrates Asda’s key objective to “lead on innovation”.

The range features eight lines across Asda’s core beef joint range, including topside, silverside and brisket, as well as a number of added-value products, all of which are packaged in ovenable wrapped trays. All the consumer has to do is remove the cardboard sleeve and put the joint straight into the oven. Viggars said the packaging allowed the retailer to deliver a convenient, perfect result each time, while also cutting the cooking time by a third.

To help guide consumers, Asda has produced a light-hearted video featuring Viggars, which helps explain the simplicity of the product, with the videos accessible to customers using an on-pack QR code.

Viggars would not place a value on the scale of the project: “It’s a significant investment, using new machinery, which is first-to-market, new packaging and rollback investment, taking the price from £9 per kg to £7 per kg for the launch. We’ve also invested in quality, 21-day maturation, and it’s an easy-to-carve product - effectively we remove the soft muscle to ensure there is no waste left on the plate.”

He said a full media campaign was being planned to back the launch, which is produced in partnership with processing supplier ABP, and the range would “be featured permanently at our everyday low price, however, when we go live next week we will invest to drive awareness”.

The packaging also offers excellent shelf-life to the retailer, Viggars said: “The packaging guarantees two weekends’ shelf-life – circa 10-12 days – which allows us to keep our shelves full 24/7 with great-quality British beef.”

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