Convenience meals relaunched by Northern Ireland's Moy Park

Moy Park, Northern Ireland's biggest food processor, has relaunched its branded breaded product range to support growth in the chilled coated sector.

The range, consisting of Moy Park's signature Chicken Kievs, Goujons and Nuggets, is seeking to reinvigorate the category with a new recipe and packaging from the company which is based at Craigavon in county Armagh and is Northern Ireland's only £1 billion manufacturing operation.

"We pride ourselves as being market leaders in innovation and staying ahead of consumer trends," says Grant Ferrier, Moy Park's director of sales.

"Through the relaunch of our breaded range we want to encourage purchase from existing shoppers, whilst attracting a new generation of consumers."

Value and convenience remain a key driver in sales, which are essential attributes when selling through convenience outlets. Quality is also a key selling point, with the range using 100 per cent breast meat.

"The development team has also created a tastier, crunchier crumb - and sweet and savoury batter - and our packaging has received a 'make-over' with new black trays giving the product a high-end feel and finish, meaning they will have maximum impact on the shelves," adds Ferrier.

"The relaunch will be supported by a fully integrated marketing campaign, including in-store POS, retailer activity, outdoor and trade press advertising as well as social media. Consumers will also have the chance to sample the new products themselves at the various trade and consumer shows that we participate in throughout the year.

"We are delighted to relaunch the range and look forward to the on-going development of the products. We are already considering how we can grow and expand the range through new flavours and textures in 2017."