Western Brand Poultry expands frozen range

Western Brand Poultry Products NI is to launch a six-strong range of frozen chicken products at the end of March.

Aimed at mid-sized independent and symbol supermarkets such as Nisa, Booth’s, Spar and Netto, the new range will hit the shelves at the end of the month at a time of growth for the company.

Western Brand financial controller Sean Maxwell said: “By providing some of our existing fresh range in a frozen format, we believe we are giving supermarkets a new sales opportunity, enabling them to offer a premium-quality selection of chicken products in a larger pack size that meets a different consumer needs. Our newly designed packaging for the frozen range will have real stand-out in the freezer cabinet, including lifestyle imagery of the product cooked with serving suggestions on the front of the printed bags, along with the product descriptor, storage and cooking instructions.”

The new frozen range includes Breaded Chicken Fillets, Southern Fried Chicken Fillets, Breaded Chicken Goujons, Southern Fried Chicken Goujons, Breaded Chicken Burgers and Breaded Chicken Nuggets

The company added that, last year, it invested £4.4m in a third chicken processing line and other machinery, increasing its capacity by 60%. The new technology installed has thus enabled it to develop new product lines.

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