Rebrand on at PEK

PEK chopped pork is undergoing a major rebrand with new packaging supported by a major national marketing campaign, including in-store promotions. The company is also planning a campaign for consumers.

The new packaging is being rolled out in April on the 170g and 298g cans of PEK and the 170g cans of premium, lower fat PEK Gold.

Deanna Auker at PEK said the sector is ready for a revitalised PEK, and that the brand's relaunch activities will create extra profits for retailers. PEK already commands 35 per cent of the UK chopped pork market and is the number two brand.

In its traditional markets it outsells Spam two-to-one, the company claims. In a recent consumer survey, 87 per cent of consumers said they liked or loved PEK, it also claimed.

"The chopped pork market is growing dynamically - it was up 13 per cent by value to December 2005," she said. "The marketing campaign, combined with PEK's eye-catching new looks, will further stimulate demand and should create new business opportunities for retailers across the UK." PEK is owned by Smithfield Food.

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