HKScan hopes to grow its UK sales through the launch of a number of new products and expansion into new categories, the company has revealed.
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Scan Foods UK, a unit of Swedish food giant HKScan, is launching a number of new pre-cooked meatball products in the country, including mini meatballs with mild chilli, mini meatballs with cheese, mini meatballs with sun-dried tomato and deli meatballs.
While Scan said that the UK meatball category was “fragmented”, a spokesperson for the company insisted that it is a growing category currently valued at about GBP30m (US$48m).
At present, Scan accounts for about half of UK meatball sales, the spokesperson added.
Speaking to just-food, Scan Foods UK MD Thomas Perkiö said that the company hopes fresh investment in the business will both increase its market share and drive category growth in the “tough” UK market.
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By GlobalDataGrowing meatball sales, he suggested, would require educating both retailers and consumers on the potential of meatballs. Scan is therefore currently looking at various ways to communicate recipe ideas – from stews to pizzas or salads – including on-pack information, recipe cards and in-store promotional activity.
“We aim to redefine and grow the meatball category in the UK with exciting new initiatives and by working closely with our customers,” Perkiö said.
In a bid to further expand UK sales, next year Scan also plans to launch a number of chilled BBQ meat products, which would be pre-marinaded and ready-to-cook.
