Kerry Group’s UK consumer foods unit has got its sights set on the country’s convenience sector with the launch of a range of spreads under its Kerrymaid brand.
The Ireland-based company wants to help boost independent retailers’ sales of spreads and margarines with a line-up of Kerrymaid price-marked offerings that will “grab shoppers’ attention”.
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The range, aimed specifically at the convenience channel, includes Kerrymaid Buttery made from buttermilk, Kerrymaid Spreadable which spreads straight from the fridge, the lower fat Kerrymaid Sunflower Light with 85% less saturated fat than butter, and Kerrymaid Olive made from olive oil.
The butter, spreads and margarine category is now worth GBP1.3m and plays a role in one in every five meal occasions, Kerry Foods said.
“There is a huge opportunity for a range of quality, competitively-priced offerings from a brand that we believe will resonate strongly with UK shoppers,” explained Sally De’Ath, senior national account manager for convenience at Kerry Foods.
“More than three-quarters of UK households – 20m – buy into this category, and our research shows they are looking for quality offerings at competitive prices from a brand that they know will deliver on taste.”
“Buttery and Spreadable formats now make up 50% of the BSM market, but healthier options such as Olive and Sunflower Light are also growing,” added De’Ath.
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By GlobalData
