Kerry Group is expanding its Wall’s range in the UK in a bid to enter the pastry sector.
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The ‘Full of Filling’ range launched in the convenience sector yesterday (9 February) and includes sausages rolls, pasties and pies.
Supported by a GBP2m (US$2.9m) marketing campaign, the pastry range is aimed primarily at ‘male snackers on the go’, the company said.
The full range comprises of sausage rolls, two pasties (large cornish; onion and cheese); five slices (ham and cheese; chicken and mushroom; peppered steak; chicken and bacon; chicken tikka) and four pies (individual pork pie, individual pork and pickle pie, two snack pork pie and scotch egg).
Valerie Kubala, Wall’s pastry senior brand manager, said: “There is a huge opportunity for Wall’s to use its meat, quality and value credentials to reinvigorate the pastry sector with this new range.”
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By GlobalDataThe Full of Filling launch will be supported by an outdoor advertising campaign using the strapline ‘completely full of filling’.
The products will be packed in ‘traditional butcher’s brown paper packaging’, the company said, which reinforces the ‘quality’ message with a clear window which allows the product to be seen.
Kubala added: “This new range has been developed to offer a quality, on-the-go product supported by the reassurance of an established brand. Consumers trust Wall’s and know it will deliver on quality and value.”
