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Food mag awards in focus: Meat and Smallgoods

The Food Magazine awards will return in 2013 and with entries closing on 24 April, now's your chance to have your product recognised by industry peers!

In this preview of the annual awards, we're looking at another category: Meat and Smallgoods.

This category incorporates all fresh meats and deli meat products, with products eligible for entry including mince, wings, steaks and poultry.

The entry process for the Meat and Smallgoods category is simple; all you need to do is submit details of your company and the product (name, website, address etc) as well as information on how the product is processed, its significance in the market, any details on export opportunities and what measures were taken to ensure food safety.

Images also need to be provided upon submission.

In last year's Food Magazine awards, the Meat and Smallgoods award was presented to Lenard's for its Breast Pastelle.

About the winner
Recently Lenard's chose to re-think its formula and address consumer’s growing kitchen savviness and the public’s obsession with all things gourmet-food related by creating a high-end product with a more complex and modern approach to flavours. 

“I guess we threw out what we’ve been doing for the last 25 years and really went after that gourmet at home market and that was based on some research that we’d done and it’s really paid off as a great new addition to the lenard’s range,” Aaron Lewis, brand manager at Lenard’s, told Food Magazine.

“We’re still about every day and every day products and meals but this has been really well received which is fantastic,” he said.

The concept for the Breast Pastellé was in part born of a Lenard’s marketing research project undertaken in conjunction with Pacific Magazines, the What’s for dinner Australia? survey, where over 2,500 grocery buyers provided insights into their grocery buying and mealtime habits as well as the underlying motivations.

Lenard’s found that the research provided data in regards to drivers in preparing weeknight meals.

“The respondents indicated that they’re time poor, with 76 percent using pre-prepared meals to save time, 81 percent wanted to provide a wider variety of meals than they presently do, but 38 percent indicated that they don’t want to buy all the ingredients required to prepare one-off meals and 36 percent said they lack the courage to try preparing new cuisines. In short, they want to serve their families something new and that they are proud of, but they don’t have the time so they need assistance to achieve this.”

Knowing the potential demand for a Breast Pastellé-style product the brand launched magazine advertising, point of sale material, video content in-store, online, and via Lenard’s Coupon Club electronic direct mail.

Within two months of the official national launch of the Breast Pastellé, sales had overshadowed popular Lenard’s favourites such as the Chicken Spring Roll, Cordon Bleu, and Parmigiana which have been part of the Lenard’s range for over two decades.

When asked what the most appealing aspect of the product is, Lewis said that the quality of the ingredients and flavours are what has made the Pastellé stand out.

“I think the modern flavours. We’ve put a lot of work into the flavours that went into these products- creamy smoked salmon, pumpkin and cashew and so forth. We did a lot of research in the market to find out what it was that consumers were looking for in restaurants and when dining at home, in magazines and so forth and bringing that home was probably what pushed it over the line and they look great, they look great in the window so it’s presentation as well.”

For information and entry details, click here.

The 2013 Food Magazine Awards are proudly brought to you by Platinum sponsor Heat and Control. Other sponsors include Flavour Makers, Janbak, HACCP Australia, Kerry Ingredients, Newly Weds Foods, Tronics, APPMA, Earlee Products and Kurz.

 

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