First ever roast in the bag pork launched by The Black Farmer
The Black Farmer is to launch a new Roast in the Bag Sage & Onion Pork Loin Joint as part of the brand’s move into the convenience sector.
It will launch in The Co-operative and Budgens stores in October with a second ‘Chilli & Garlic’ flavour variant to be launched in March. With an RRP of £4.50 in The Co-op’s stores, this is the first branded entry into the category and uses the latest roast in the bag technology to bring convenience to a pork roast.
According to Wilfred Emmanuel-Jones, The Black Farmer, convenience is a sector ripe with opportunity. “Convenience is a massive growth sector for us as people want food that makes their lives easier,” he said. “We saw the growth in roast in the bag poultry and seeing as pork makes up a big part of our business, we wanted to develop a roast in the bag pork that helps customers have a roast in the middle of the week.”
The brand is currently looking at other convenience chains and Emmanuel-Jones refused to rule further products for the channel. “Sales will be the determining factor for how much further we take this but as consumers have busy lives, they want good food that is easy to cook any day of the week.”
The ‘Roast in the Bag’ format allows consumers to cook the product perfectly by simply putting the whole product in the oven and cook. The bag locks in moisture during cooking which results in bold flavours being retained and a more succulent texture. In an effort to create more mid-week opportunities, the joint takes just 50 minutes to cook.
“Consumer research indicates that a real barrier to purchasing pork is driven by lack of cooking confidence and the fear that the roast will be dry or tough and bland,” he said. “This product addresses and overcomes all of those issues and, as with all our products, we are using only British RSPCA-assured pork.”
The brand is due to debut its first TV campaign in February which is being produced by Hollywood director Tony Kaye. The ad will champion the brand’s super premium sausage range and, according to Emmanuel-Jones, will be a celebration of rural Britain and its quality produce.
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