Gold’n Plump Launches Versatile Deli Promo

To address the economy-driven trend of consumers eating more meals at home, Gold’n Plump Poultry has expanded its deli options with versatile cuts of fresh chicken for the deli. With national distribution available September 2009, the new program helps delis expand their baked and rotisserie chicken offerings with three new products: marinated butterfly whole chicken, split whole chicken, and quartered chicken. All are expected to attract new interest from busy, health-conscious consumers eating and entertaining more at home.

“The program not only offers new merchandising opportunities for the deli,” said Tracy Miller, director of product development for the Saint Cloud, Minn.-based company, “but it also saves from 30 to 60 minutes of cooking time when compared to whole rotisserie chicken. Consumers get the pieces they want that are healthier than fried chicken—without the time or money spent at a restaurant.”

What Miller’s referring to is the continued trend of consumers eating at home more often, positioning delis to either replace—or add to—home-cooked meals. According to a Technomic survey, 85 percent of consumers eat dinner at home more often due to the economic downturn. Additionally, information published by the International Dairy Deli Bakery Association (IDBAA) said that consumers prefer retail delis to restaurants when considering convenience, pricing, freshness, and healthful options1. “Market intelligence points to delis being in the right place at the right time, if they offer the right product mix,” said Miller.

To support the program, Gold’n Plump’s offering in-store promotional materials and a universal label that can be used on a variety of prepared, boxed options. Also included is the chance to purchase a wire basket that’s been customized to hold the new cuts in rotisserie ovens. The company is offering a $50 rebate on the basket to qualified customers.

Miller’s optimistic about what this program could mean for deli sales. “Like other businesses, delis have felt the recent pinch, too. But they’re well-poised at a time when we’re seeing continued trends in health, convenience, and eating more at home. Delis are really in a strong position to take advantage.”
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