Giant meatball at IFE

Meatball Mania will be descending upon this year's IFE thanks to Scan Foods UK which will be unveiling its brand new meatball character in the form of a six ft incarnation of the company's new mascot to meet and greet delegates at the exhibition.

Rebecca Wilson, commercial manager, at Scan Foods UK said: "We are very excited about exhibiting at IFE this year and unveiling our newest member of the team - a giant meatball!

"The meatball character is the first step in a major marketing push over the next year in order to engage our brand with various publics; and IFE is an ideal launch pad for this."

Scan Foods UK, which produces a range of meatballs under the Swedish Kitchen brand, will be exhibiting in the Meat and Poultry Hall at stand 2567.

A spokesman for the company said it was embarking on a PR-led consumer campaign to position the brand as an ideal and versatile snack, which could be enjoyed on celebratory occasions as well as 'The Big Night In' at home.

The spokesman added: "Using only the finest raw ingredients and made to a traditional Swedish recipe, Swedish Kitchen meatballs contain a minimum meat content of 69% with the remainder made up of natural ingredients including vegetables and herbs."

There are five different varieties of meatball available including; original recipe - pork and beef, pork and mustard, organic, Chinese style and Tandoori style.

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