Kerry Group is expanding its premium cooked meat brand, Fire & Smoke, into the UK.
The company said that it believes the brand's production methods – that see joints slow cooked, flame-grilled and then smoked – will bring new customers into the cooked meats category.
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Fire & Smoke, which is already sold in Ireland, will be available from this month in the UK and listings have been secured with Booker, Fresh to Store and Ocado, a spokesperson said. The range consists of seven pre-packed variants and two deli counter options. The products have an RRP of GBP2.89.
Chris Owen, meats marketing controller at Kerry Group's UK consumer arm Kerry Foods, said: "We are committed to developing category changing innovation to adapt to ever-changing consumer needs and trends. Consumers’ tastes are evolving and demand is high for great tasting quality products. With the launch of Fire & Smoke, we are planning on shaking up the cooked meats aisle, making it a destination and driving sustainable growth into the category."
Hilary Hughes, Fire & Smoke senior brand manager, added the line aims to tackle a lack of "excitement" in the cooked meats category. The launch targets consumers Kerry describes as the "flavour craver", in Kerry's words, shoppers that are "young, dynamic and adventurous".
"The inspiration for the range comes from the American Deep South method of flame cooking to deliver more excitement for consumers. Our research shows that they feel the cooked sliced meats category lacks excitement and we want to attract younger consumers. The launch will be supported with a fully integrated marketing campaign that spans multiple channels above and below the line. It will include digital media, a new website and social media channels. There will be bespoke in-store activity, with disruptive point of sale and a creative PR campaign."
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