Kerry Foods aims to shake up the sliced cooked meats category with new Fire and Smoke, a premium cooked meats brand.

Available now, the prime rustic joints of Fire and Smoke are cooked on a low heat for over eight hours then fire grilled and seared over crackling flames and finally smoked over oak wood chips.

The seven new variants of Fire and Smoke pre-packed meats and two deli counter options have been very successful in Ireland already and are being brought over to Great Britain to drive incremental sales in the sliced cooked meats category.

Hilary Hughes, Fire & Smoke senior brand manager, said: “The inspiration for the range comes from the American Deep South method of flame cooking to deliver more excitement for consumers. The launch will be supported with a fully integrated marketing campaign that spans many channels above and below the line. It will include digital media, a new website and social media channels. There will be bespoke in-store activity, with disruptive Point of Sale and a creative PR campaign.”