Ireland’s number one poultry brand, Moy Park, has relaunched its branded breaded product range.
With the chilled, breaded poultry category in decline* the new-look Moy Park breaded product range, which includes its signature Chicken Kievs, Goujons and Nuggets, seeks to reinvigorate the category with a new recipe and packaging.
Briege Finnegan, Brand Marketing Manager for Moy Park explains:
“We pride ourselves as being market leaders in innovation and staying ahead of consumer trends. Through the relaunch of our breaded range we want to encourage purchase from existing shoppers, whilst attracting a new generation of consumers.
“Product attributes of convenience and value remain but we’ve developed a new recipe. The range uses 100% breast meat – which means consumers can be assured the products are of the highest quality. The development team has also created a tastier, crunchier crumb – and sweet and savoury batter – and our packaging has received a ‘make-over’ with new black trays giving the product a high-end feel and finish.
Briege continues:
“The relaunch will be supported by a fully integrated marketing campaign, including instore POS, retailer activity, outdoor and trade press advertising as well as social media. Consumers will also have the chance to sample the new products themselves at the various trade and consumer shows that we participate in throughout the year. We are delighted to relaunch the range and look forward to the on-going development of the products. We are already considering how we can grow and expand the range through new flavours and textures in 2017.”
For more information on products and distribution please contact Moy Park on 028 38 352 233
*Source 1: 12 week Kantar Ireland data to 27th March
