Sigma, the largest charcuterie producer in Europe, launches The Mad Butcher – a new brand of gourmet authentic cured meat snacks that are moreish, shareable, and delicious. With stand-out unique branding, it plans to harness the potential of meat snacking in pubs, in a way that adds value to operators and encourages incremental business performance.
Meat snacking has grown by 38% since 2020*, making it the fastest-growing food and drink category in the UK and it shows no signs of slowing. The category is set to be worth £454m by 2027 (+49%).
Newby Groves, Managing Director, Sigma UK & Ireland said: “There is a huge opportunity to add category value and growth to the already-dynamic snacking category. By innovating further, we have created a premium brand of gourmet, sharable meat snacks that fulfil consumer needs. As the largest charcuterie producer in Europe, we are experts in premium, quality cured meats and are best placed to enter the meat snacking market.”
Here to challenge the way meat snacks are perceived and enjoyed, The Mad Butcher snacks bring boldness, indulgence, craftsmanship and expertise to every bite. These dry cured meat snacks are nutritional, rich in protein, can be eaten on the go to satisfy hunger, as a healthier alternative to crisps, or as a premium snack to enjoy with a drink in a pub.
Newby Groves said: “As consumers are feeling the impact of cost increases, many are spending less time eating a sit-down meal and are more likely to opt for a drink and a quality savoury snack to curb their hunger when peckish. The Mad Butcher snacks are ‘made for meat maniacs when hunger threatens…’ and operators that can offer premium, convenient bar snacks that meet consumer needs (taste and satiety are the biggest) is a brilliant opportunity to increase sales, boost ‘dwell time’ and encourage more drink sales.”
The Mad Butcher range includes Classic Pork and Chilli Pork Sticks which are available in 70g impulse packs. Displayed on clip strips, they offer a ready-made merchandised solution that can be hung up in full view to capture customer attention. The range also includes larger 500g pack formats which offer flexibility on portion quantity and pricing. There are 3 gourmet flavours available; Classic Pork Bites, Classic Salami Bites & Chorizo Bites and to support operators with serving the snacks, The Mad Butcher offers branded display jars, serving pots, serving utensils, point-of-sale, and marketing support.
Newby Groves added: “About a third of snacks purchased are purchased on impulse^ so we want to make sure we support operators to have their snack offering clearly displayed. The displays need to be as attractive and as enticing as possible which is why we came up with the concept ‘Jars in Bars’. These are branded glass jars to display the snacks on or behind the bar, which can then be decanted into the branded pots or cones to serve, making this a premium serving solution.”
For more information about The Mad Butcher range, or to request samples, please contact Jon Body: jon.body@zestfoodpartners.co.uk.
*IRI to 12.06.22 and Kantar WPO to 10.07.22, ^The Grocer Guide to Snacking Sept ‘22
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