Re: Tailor & Made
Gressingham Duck, one of the UK’s leading fresh meat brands, has launched ‘Bistro by Gressingham’, a range of pre-prepared fresh duck products, as part of an ambitious growth plan for the business.
Brand new dishes, Duck with Honey and Hoisin and Duck with Orange and Maple have been introduced and are now on shelves in more than 200 Waitrose stores under the new Bistro brand. Other products in the Bistro by Gressingham range are Duck Breasts in Plum, Duck A L’Orange, Confit Duck, Duck Breasts in Orange and Duck Legs in Plum.
Marketed as an easy way to enjoy restaurant quality duck at home, each new line is designed for two people and requires between 30 and 40 minutes cooking time in the oven. The two new products are sous-vide to keep the duck tender.
The introduction of Gressingham Duck’s first sub-brand is a significant move from the business as it looks to bring another 750,000 households into the market over the next three years from an as yet untapped segment of duck consumers. Gressingham’s research found that of those that don’t cook duck at home, nearly three quarters (71%) have enjoyed eating duck elsewhere.
William Buchanan, joint managing director, commented: “We know consumers enjoy duck products but for some, there is still some apprehension about cooking from scratch. We are constantly innovating and evolving our range to tackle these barriers, and our new Bistro range is a significant move to attract new shoppers to the category with occasion-led restaurant quality dishes.
“With the unique position of being a well-known name in the fresh meat aisle, our ambition is that Bistro by Gressingham will drive a sizable uplift in households enjoying duck at home and continue the growth the brand has enjoyed over the past five years.”
In-depth research, consultation with Gressingham’s consumers and focus groups were used to support the recipe development run by Gressingham’s in-house NPD team. Packaging has also been taken into consideration, and thanks to cardboard sleeves and recyclable trays, the large majority of the packaging is recyclable.
William commented: “Convenience is key, and Bistro’s popular recipes, appealing brand and ease of preparation, make the products ideal for the end of week and weekend ‘treat’ trade.”
The company is hoping to add to the Bistro by Gressingham range later in the year ahead of the key autumnal trade period, including a guinea fowl product.
William added: “It is a very exciting time for the business as we move forward with a fantastic product that is well-placed to shake-up a market ripe for growth.”
Bistro by Gressingham will be introduced in stockists nationwide including Waitrose, Sainsbury’s, Tesco and Morrison’s at between £5 – £6 RSP.
The UK duck market is worth £80 million. As the UK’s leading duck brand, Gressingham offers consumers a free recipe book and other advice on enjoying duck at home on its website.