Summer sizzlers

Moy Park's new range of 100% Irish chicken products is ideal for summer dining

An essential part of that ‘summer feeling' is the smell of food cooking on the BBQ. Fiona Donnellan looks at the category's main offerings this season and ways to drive sales for summer

Brand Central

14 May 2013

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BBQ

AT A GLANCE: BBQ

Moy Park’s chicken products are made from 100% Irish chicken
Hellmann’s leads the mayonnaise category with a massive 81% of market share*
Heinz is the number one selling tomato ketchup brand in Ireland with a 60.8% share of the tomato ketchup category**
HJ Heinz holds a combined market share of 34.5%** across its two BBQ brands; Heinz and HP
The BBQ category has also been shaped by an increased consumer demand for adventurous, bold flavoured seasonings as well as marinades that use core flavours such as BBQ and sweet chilli
Poultry continues to be one of the most sought-after proteins within the BBQ category and is predicted to grow in popularity this year as consumers continue to place importance on taste, nutrition and versatility

*(Source: IRI MAT 22 Dec 2012 – Value Share)

**(Source: Nielson: March 2013)

Mouth-watering options

Moy Park, Ireland’s largest food processor under the Bord Bia Quality Assurance Scheme, has developed a range of BBQ products just in time for summer. Created using 100% Irish chicken and flavoured with mouth-watering marinades, Moy Park’s BBQ range includes Barbecue Chicken Drumsticks, Barbecue Chicken Wings, Chinese Chicken Thighs and Sweet Chilli Chicken Thighs. Packed full of flavour and guaranteed to add a ‘sizzle’ to any occasion, the Moy Park range is ideal for summertime dining and has something for everyone to enjoy. These versatile products are easy to prepare and ready to be cooked on the BBQ or in the oven – taking the hassle out of summer entertaining.

Moy Park continues to invest in developing its offering to consumers. The BBQ range joins Moy Park’s wider portfolio of 100% chicken products – which includes the new Irish Chicken Thighs and Drumsticks – seasoned with a sea salt and black pepper sprinkle; and butter basted Irish Chicken Breast Joints filled with a bread and butter stuffing. Moy Park’s product range offers consumers both ‘ready to cook’ products and more traditional products such as whole birds which remain a popular choice as families look for value-for-money. For information on products and distribution please contact Aidan Fisher at Moy Park on 0044 2838352233 or visit www.moypark.com.

New squeezy format

Hellmann’s has launched a €400,000 marketing and TV advertising campaign to highlight the launch of its new squeezy format. Developed in response to consumer research and demand for squeezy formats that give greater convenience and freshness, the new easy-to-use, squeezable packaging features a clean lock cap, with a ‘no mess’ patented design and a bigger base for maximum stability. The new look, smooth and modern shape also allows for larger Hellmann’s branding and greater stand-out on the shelf.

The TV ad campaign forms part of Hellmann’s ‘No messing’ campaign comprising of digital, PR, in-store activation, customer marketing and outdoor advertising. The campaign will roll out throughout this year’s BBQ season, a key occasion for the brand’s portfolio of products.

Lola Danlos, assistant brand manager for Hellmann’s at Unilever UK and Ireland says: "We wanted to create an advert that would capture the essence of why the new squeezy format has been developed – to enhance the summer barbecue experience for the consumer. As the leader in mayonnaise with 81% share of the total mayonnaise market,* (Source: IRI MAT 22 Dec 2012 – Value Share) we are committed to investing into the category and encouraging further growth into the squeezy sector."

"With the BBQ season coming up, consumers will benefit from the new unique features of the packaging format; the clean lock cap with a patented design provides freshness while the conical shape and softer plastic allows for easy pouring therefore enabling a convenient ‘no messing’ squeeze for an improved experience," said Danlos.

It’s gotta be Heinz

Heinz ketchup is synonymous with taste and what better accompaniment for summertime eating than the extensive Heinz Tomato Ketchup range.

Boasting a large variety of sizes, Heinz Tomato Ketchup is available in glass, squeezy and top down formats. Heinz’s top down format is available in 460g, 700g and 910g sizes and offers the benefits of an innovative, no mess, no waste, stay clean cap and all the taste of Ireland’s favourite tomato ketchup. Heinz is the number one selling tomato ketchup brand in Ireland with a 60.8% share of the tomato ketchup category.(Source: Nielson, March 2013)

BBQ sauce is popular indoors all year round but is also the ideal accompaniment to barbecued foods making it a household essential in the summer months. HJ Heinz holds a combined market share of 34.5%**(Source: Nielson, March 2013) across its two BBQ brands; Heinz and HP. There are two BBQ varieties under the Heinz brand; Original and Hot ‘n’ Sizzling, both in the handy Heinz top down format. The HP range of sauces, from HJ Heinz, offers Classic Woodsmoke and Spicy Woodsmoke varieties in the new top down pack. Lea & Perrins, the original Worcestershire sauce provides the ideal base for home-made marinades.

Heinz Salad Cream has been popular with generations of Irish consumers.

Salad

Heinz Salad Cream offers consumers lots of choice with regular, light and extra light varieties available in a range of pack formats including glass, squeezy and top down. The Heinz Salad Cream range also includes the highly successful Weight Watchers from Heinz salad dressing.

Full on flavour

We have high hopes that 2013 will deliver the type of summer we’ve all been waiting for, with days filled with sunshine and warm evenings. Planning for a barbecue or any style of outside dining in Ireland during the summer can be precarious, but there is definitely one thing that is always a certainty; Chef sauces and condiments will add full on flavour to any occasion.

The brand believes the Chef range is a must-have for outdoor dining and the summer BBQ season. With its range of high quality and much loved products, Chef is the ideal accompaniment for any barbecued food.

The BBQ sauce with its smoky aroma is sure to enhance the taste experience and goes perfectly with steaks, burgers, chicken wings or sausages.

Why not add some zest to summer dining with Chef Beetroot, Mixed Pickles and Silverskin Onions. With their unique vinegary taste, which is much loved by Irish consumers, they will add a touch of whimsical nostalgia to salads that will be reminiscent of past summers. The Chef brand has been helping Irish consumers to enhance mealtimes since the late 1920s and is the brand leader in many of the segments of the sauces and condiments market.

Q&A with…

Paul Burch, director of sales at Moy Park

Moy Park

What are the main consumer trends/demands within the BBQ category at present and how does Moy Park fulfil consumers’ demand?

Poultry continues to be one of the most sought-after proteins within the BBQ category and is predicted to grow in popularity this year as consumers continue to place importance on taste, nutrition and versatility. The issues surrounding horsemeat have also resulted in a growing consumer demand for locally sourced poultry. The BBQ category has also been shaped by an increased consumer demand for adventurous, bold flavoured seasonings as well as marinades that use core flavours such as BBQ and sweet chilli. In addition, there is a rising demand for seasonal products that are adaptable and suit both BBQ and indoor cooking. Our BBQ range not only uses the highest quality 100% Irish chicken but is flavoured with a selection of mouth-watering marinades. We’ve also responded to the growing demand for products that can be enjoyed whatever the weather – creating a range that is quick and easy to prepare and ready to be cooked on the BBQ or in the oven.

MoyP

The BBQ/summer season is a key selling period for retailers and manufacturers alike, is there anything new in your offering to capture sales during this summer? (NPD, promotions etc).

The Moy Park BBQ range offers consumers variety, convenience and quality. Taking inspiration from world cuisines and incorporating core summer flavours, our BBQ range caters for all tastes -including Barbecue Chicken Drumsticks, Barbecue Chicken Wings, Chinese Chicken Thighs and Sweet Chilli Chicken Thighs. The BBQ season is a key selling period and unpredictable weather patterns continue to impact on consumer decision making. As a result, we have weatherproofed our product range. Our NPD team has worked to develop a selection of dishes that can be cooked both in the oven and on the BBQ to capture sales this summer. We are also continuing to communicate the versatility of the BBQ range. Our online recipe forum allows consumers to register at www.iloveirishchicken.com to find new and exciting ways to prepare meals using our BBQ products.

What advice would you offer retailers to help drive sales in your category?

It is becoming increasingly important for consumers that seasonal products are adaptable – giving the same great taste whether they are cooked indoors or outdoors. It is also clear that core flavours and more unusual marinades are high in demand this year. As a result, it is necessary for retailers to communicate the versatility and variety of products in-store to help drive sales in the BBQ category. Our latest consumer research has highlighted that finding ways to inject newness and interest into the BBQ range is vital. The research suggests that creating a display area dedicated to barbecue and summer products could help increase visibility and make it simple for consumers to find BBQ products when shopping. Communicating the suitability of the BBQ products for both indoor and outdoor cooking and alfresco dining could also help drive sales as well as the placement of in-store product images showing serving suggestions and focusing on ‘summer eating’.

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