Mattessons adopts slinky look to go with new image

Mattessons chilled range of sliced cooked meats, launched last month, has been significantly overhauled and redesigned to coincide with its new brand proposition.

The product has been reformulated and re-packaged, adding carved meat, cooked on the bone, to the compnay's Parchment range. On-pack descriptions emphasise the quality of the meat and how it was made.

Sarah Power, senior brand manager, said: "2006 is a major year for Mattessons with the sliced cooked meats revamp bringing a new personality to the chilled category. We have personalised the packaging, writing the back of packs as a team. This brings a differentiated offering to the market and engages with the customer on a one-to-one basis."

The re-launch of Mattessons products also includes the standard cooked meats range, smoked pork sausages and a new chicken-bite snack - Fridge Raiders. The brand also marks a return to TV for the first time in over 20 years in a multi-million pound marketing promotion. A huge PR, sampling and print campaign is planned.

According to the company, the sliced cooked meats category is worth over £1.2bn annually and is showing a positive growth of 4.9% with around 9% of this driven through impulse trade. However, this is dominated by standard products showing there is untapped opportunity for premium purchases. The Mattessons brand is currently worth £45m.

The Mattessons Parchment range includes Honey Roast Ham, Prime Roast Beef and Roast Chicken. Mattessons Premium range includes Superior Carved Ham, Carved Chicken Breast and Carved Turkey Breast.

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