Eblex unveils new range

Eblex has unveiled its latest product developments in its Discover Lamb and The Carvery ranges to bring added value to its Quality Standard Mark (QSM) products.

The range features two themes for the retail and foodservice sector respectively: ‘cook-in’ and ‘eat out’.

Both cuts aim to reduce wastage, improve carcase utilisation, enhance profit potential throughout the supply chain, offer better value for money and top quality.

There has been a decline in traditional roasting joints in the retail sector, and head of trade marketing for Eblex Mike Whittemore explained: “Families are increasingly looking for quick and cost-effective meal solutions, and traditional roasting joints aren’t providing this. So we’ve been researching the market, assessing retailer current offerings and suggesting ways in which they could improve their ranges.”

Eblex has produced a ‘roastomatic’ guide for cuts of beef and lamb in the carvery range, including guidance and advice. Whittemore continued: “We’ve also been busy developing a range of more cost-effective cuts that deliver improved quality and consistency for the consumer, while also stimulating sales in the category. Consumers will require cooking advice and information about some of the more unusual cuts, but with the right in-store (on-pack and POS) support, we believe the new range will help bring shoppers back into the roasting category.”

When it comes to beef topside, Eblex carried out a gap analysis project, which looked at premium and standard-tier beef topside roasting joints in eight retailers, which proved to be a disappointment. “Some of the cuts we looked at were poorly butchered and presented, with insufficient levels of fat covering, too much gristle left in and an untidy appearance,” explained Whittemore.

He added that the findings will be shared with the retailers once the project is finalised and recommendations will be offered.

The ‘eat out’ range for the foodservice sector encouraged sharing platters and roasts, which Michelin-starred chef Nigel Howarth commented on, saying: “The new range has really opened my eyes to new concept dining in licensed pubs and quality restaurants and hotels. The products are easy to cook and can be served in a number of ways, from carvery board presentations to large serving bowls and platters, which are great for parties or family meal occasions.”

In the Discover Lamb range, Eblex focused on getting rid of consumers’ misconceptions regarding fat, product inconsistency and plate waste. The organisation launched a campaign across the industry to interest consumers and stimulate demand.

Assurance has also been an important issue this year and Eblex has continued to remind the industry of the importance of QSM.

Additionally, this year has seen the launch of five new ranges, with the remaining three including steak bar, chop house and gourmet.


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