Mattessons, the meat snacking brand from Kerry Foods, is aiming to drive new sales this autumn by adding an exciting limited edition flavour, Scrum’my Chargrilled Chicken, to its Fridge Raiders range.
The new flavour joins the Fridge Raiders line-up during an action-packed autumn of sporting events, as research demonstrates that snacking sales increase during big events [Snacks grew at 6% during the Olympics in 2012 Nielsen Scantrack Grocery Multiples, 4 weeks to 18th August 2012].
Available from August 31 across all retail channels, Scrum’my Chargrilled Chicken aims to mirror the success of last year’s Mattessons limited edition flavour, Brazilian Chargrilled, which generated a 300% sales uplift whilst available in store [Scantrack: Fridge Raiders Limited Edition weekly Value sales to WE 20.06.215] becoming the third best performing SKU in the range.
“Our new rugby-inspired packaging is designed to disrupt shoppers and bring excitement to build on the success of our limited edition flavour last summer. It seemed a natural fit to launch a rugby-inspired limited edition pack to support the upcoming sporting events schedule,” said Raquel Medina, assistant brand manager for Mattessons. “We know there is a huge opportunity to drive incremental sales during sporting events.”
The new limited edition flavour will be available in two pack formats, a single 60g pack (RRP: £1.29) and a multipack of three 25g packs (RRP: £1.49).