Mattessons goes savage with new range

Mattessons is launching a range of salami and chorizo meat snacks aimed at adults, called Savagers, extending its range beyond teen brand Fridge Raiders. 

Savagers are sticks of “authentic cured and smoked salami and chorizo” according to Mattessons, “made with 100% prime pork to deliver a more intense taste”.

In the UK nearly one-quarter of households already buy meat snacks and Mattessons said it aimed to increase that figure with the launch of the new range. The UK meat snacking category is worth £192m.

Continental meats are popular at the moment, particularly chorizo which is in growth by +19.5% year-on-year [Nielsen Scantrack: Cooked Meats MAT Value to w/e 15.8.2015]. Mattessons aims to capitalise on this growing trend to drive incremental sales for the category as target buyers said that Savagers wouldn’t replace anything they already buy.

“We know that adult snacking is worth five times that of kids snacking and this new range will drive incremental sales in the category for retailers by broadening category appeal among adults aged 22 to 32 who currently under index against the category,” said Hayley Murgett, senior brand manager for Mattessons. “There is currently little choice on offer for this age group within meat snacking and therefore Mattessons is bringing something new to the category.

“Savagers will deliver superior product quality and premium taste credentials through a range that is full of authentic tastes and flavour,” added Murgett.

The new range is available in-store from 6 September both in multi-pack format (RRP: £1.69) and singles (RRP: £0.79).

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