Tulip has launched a low-salt version of its Danepak bacon

Tulip has launched a low-salt version of its Danepak bacon

Danish Crown's UK arm, Tulip, has launched a low-salt version of its Danepak bacon in the country.

A reformulation of the curing process in the original product means the new version will contain 30% less salt than standard bacon. 

The curing process features Iposol - a solution of water and sea salt, which through a physical process, increases the flavour of salt without upping the amount of the ingredient.

A spokesperson for Tulip said: "The reduction of its salt content by a staggering 30% will mean that consumers looking for a tasty treat can rely on Danepak's ability to deliver on quality and taste whilst offering a healthier alternative to standard bacon."

just-food understands the new product will eventually replace the existing line. However this is a so-called soft launch of the low-salt bacon and there is no indication when the original product will no longer appear on shelves.

The new product will be available in UK supermarkets from early February.

Show the press release

Tulip Ltd has developed an innovative curing process for its iconic Danepak bacon brand which means it will contain 30% less salt than standard bacon, whilst still delivering the same great taste that consumers across the UK have loved for over forty years.

Tulip's ground-breaking curing process features the pioneering use of Iposol, an innovative sea salt solution developed by Iposol GMBH, which is an industry first and ensures the unique flavour and eating experience that Danepak bacon currently delivers is maintained.

Commenting on the development, Tulip Ltd's Senior Brand & Licensing Manager Simon Harrington explains; "Danepak bacon has for over forty years been loved by households across the UK. The reduction of its salt content by a staggering 30% will mean that consumers looking for a tasty treat can rely on Danepak's ability to deliver on quality and taste whilst offering a healthier alternative to standard bacon.

"Our unique curing process is an industry first and we are incredibly excited by the additional sales opportunities that our newly developed technology will offer our retail and foodservice customers over the coming months.

As part of Tulip's ambitious marketing plan for Danepak, the company has appointed award winning London based advertising agency isobel and Windsor based strategic design specialists 1HQ to assist with the relaunch of the Danepak brand later this year. This will include a complete redesign of existing branding and packaging formats and will be supported by a multi-million pound above and below the line advertising campaign.

The 30% less salt Danepak range of back bacon rashers will initially be available in Tesco, Co-op and Booths stores from early February 2015.

 

Original source: Tulip