British cooked meat industry heats up

Ireland’s Kerry Foods is looking to expand its market by launching its new premium cooked meat brand, Fire & Smoke, in Great Britain.

The company is hoping its new range of seven pre-packed meats and two deli counter options will see the same success in Great Britain that they have achieved in Ireland.

“We are committed to developing category-changing innovation to adapt to ever-changing consumer needs and trends,” explained Chris Owen, meats marketing controller at Kerry Foods.

“Consumers’ tastes are evolving and demand is high for great-tasting quality products. With the launch of Fire & Smoke, we are planning on shaking up the cooked meats aisle, making it a destination and driving sustainable growth into the category.”

In order to achieve the standout flavour, the prime rustic joints of Fire & Smoke are cooked on a low heat for over eight hours, after which they are fire grilled and seared over crackling flames and subsequently smoked over oak wood chips, giving the product its smoky flavour.

Hilary Hughes, Fire & Smoke senior brand manager, explained how this product originated: “The inspiration for the range comes from the American Deep South method of flame-cooking to deliver more excitement for consumers. Our research shows that they feel the cooked sliced meats category lacks excitement and we want to attract younger consumers.

“The launch will be supported with a fully integrated marketing campaign that spans multiple channels above and below the line. It will include digital media, a new website and social media channels. There will be bespoke in-store activity, with disruptive point of sale and a creative PR campaign.”

The innovative product will be made available in Great Britain from this month.

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