Champion cuts!

With the pandemic lockdowns emphasising the true versatility of the cooked meats sector as a great addition to virtually any family mealtime or snack occasion, the sector is continuing to perform strongly, and Irish brands are impressing shoppers with their quality credentials and diversity of available options, writes Gillian Hamill

Brand Central

27 February 2023

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Where once cooked, packaged meats were seen as a reliable sandwich filler, nowadays, many consumers have realised the true versatility and convenience packaged meat ranges can offer, and they’re often enjoying in a multitude of dishes and snacks, as a tasty and quick addition to a stir-fry, pizza, or pasta and much more – a trend which has been amplified by the pandemic, when ‘convenient nutrition’ was paramount. As Natalie Magill, market research analyst at Mintel points out: “Covid-19 has driven sales in the meat sector, with great at-home dining driving the market.”

According to new research conducted by Shopper Intelligence for ShelfLife, within the cooked meats category, freshness and quality are more important to the shopper than price. A fact which shows just how much these attributes are valued at a time when the cost-of-living continues to rise.

Irishness and traceability are particularly top of mind for shoppers, according to Shopper Intelligence. This is also prominent within Mintel’s research on meats in Ireland, which states that “locally sourced is key’. In fact, Shopper Intelligence points out thar cooked meats are 16^th and 19^th in the whole store when it comes to the importance of traceability and Irishness respectively.

Premium product credentials are the best way to engage the shopper, adds Shopper Intelligence, and this is certainly demonstrated by the three brands highlighted within this feature. Naturally, innovation is vital and Ireland is absolutely no slouch in this area, with formats and flavours to beat the brand. A great example of new innovation comes in the form of Green Farm’s award-winning Added Benefits range, which offers a high protein and vitamin enriched range of cooked chicken and turkey products. With six in 10 people seeking out functional food to support their health and wellbeing, the launch came at an ideal time.

Win on the double!

Denny new campaign reminds us that, sometimes, the most comfort is derived from comforting others

Iconic food brand Denny has been at the heart of Irish family homes for more than 200 years. The brand’s new campaign ‘Win on the Double with Denny’ reminds us that, sometimes, the most comfort is derived from comforting others.

The campaign gives shoppers the opportunity to enjoy Denny’s delicious, quality ham, while also being in with a chance to win one €100 grocery gift voucher for themselves and one for a loved one.

All consumers have to do is simply pick up a pack, free text the unique code inside and they’ll be in with a chance of winning every day over the competition’s life. It really is a win, win!

Highest quality craftmanship

Thanks to its consumers, customers, colleagues and suppliers, Brady Family continues to stand proudly as Ireland’s number one cooked ham brand.

This achievement is not down to a small group of individuals, but to the collective at Brady Family who demonstrate care, commitment, and trust in delivering the highest quality and craftsmanship in the brand every day.

Brady Family offers a wide range of formats, all crafted from the finest quality Irish Bord Bia approved meat

Tradition is everything to the team at Brady Family. Its ham is crafted from the finest quality Irish Bord Bia approved meat and carved from one single pork joint. Brady Family’s three-day curing method allows the ham to slowly mature, giving it a more delicate and distinctive flavour. The ham is then steam cooked before being expertly finished by hand. A tradition produced with passion in Timahoe, Co. Kildare.

Brady Family has a wide range of formats for many occasions. Your shoppers can keep it traditional with succulent slices of Brady Family Carvery Ham. The Carvery range is made from Bord Bia approved prime pork topside. Meanwhile, the Just Add range is the perfect dinner time ingredient – this shredded ham is an excellent accompaniment for your customers’ favourite pasta, pizza, or salad dishes.

Another fantastic option, the Brady Family At the Delicatessen range offers delicatessen-quality ham readily carved for consumers to simply grab-and-go. Lastly, the Brady Family Master Butcher Edition celebrates the craft of its master butcher, Pat Creighton, who has used his expertise to develop a unique collection of exquisite dry aged ham products; ideal for any picnic or grazing board.

Enriched with added benefits

Green Farm is a tasty, cooked meat choice that is protein powered. As the range of chicken and turkey products are naturally high in protein, they provide a nourishing addition to any sandwich, salad, stir fry or snack. The Green Farm range comes in a variety of convenient formats: from slices and pieces to cooked fillets, there is a product for any mealtime occasion.

All products within Green Farm’s Added Benefits range are enriched with B Vitamins which have a multitude of health benefits

Green Farm has a rich heritage of keeping the health and wellbeing of the consumer as a key focus. A marked milestone on this journey was the removal of artificial flavours and preservatives from all Green Farm products in 2011. Since then, the brand has consistently delivered product innovation which has been supported with recipe inspiration.

The latest development in the Green Farm brand is the recent launch of the award-winning Added Benefits range, providing consumers with a delicious high protein and vitamin enriched range of cooked chicken and turkey products, and with six in 10 people seeking out functional food to support their health and wellbeing, this launch couldn’t have come at a better time. All products within the Added Benefits range are enriched with B Vitamins which have a multitude of health benefits for the human body and mind, whether your customers are looking to support their heart, build up immunity or fight fatigue, the Added Benefits range has everyone covered. Green Farm is the first in the cooked meat category to bring vitamin enriched foods to the shelves of Ireland, helping to make eating well easy for everyone.

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