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Best New Poultry-Based Product

ASDA CHICKEN PADDLES WITH A SWEET CHILLI & MANGO FLAVOUR DIP


from


GRAMPIAN COUNTRY FOOD GROUP LTD.


ASDA GOLD FOR GRAMPIAN COUNTRY FOOD GROUP LTD.


At a Presentation Ceremony held at a Gala Dinner Dance at the London Hilton Hotel on the 10th June, the British Frozen Food Federation announced that the winner of the Best New Poultry-Based Product Category of the Retail Sector for 2004 is “ASDA” CHICKEN PADDLES WITH A SWEET CHILLI & MANGO FLAVOUR DIP from GRAMPIAN COUNTRY FOOD GROUP LTD.


This exciting new product consists of succulent pieces of chicken breast coated in crunchy breadcrumbs on a skewer, with a sweet chilli and mango flavour dip. It retails at £1.98. The category Award totally reflects the dynamics of the frozen poultry sector with frozen, flavoured chicken as the key growth driver, up 119% year on year, albeit from a small base. This relatively young market is being driven by consumers seeking added-value products to fit in with increasingly hectic lifestyles.



By going for the growth sector, Grampian and Asda have caught the imagination of the consumers, dispelling the often mistaken view of poultry as simply a commodity product. It is a demonstration of Grampian’s belief that they must apply sophisticated marketing thinking to develop the market in line with consumer demands. The demand for convenience will continue, that as time goes on, the challenge to the industry will grow as consumers increasingly expect their demands to be met in new and innovative ways that go that little bit further in making food choices, easier but more exciting.