The Mattessons brand has announced the launch of three pulled meats, marking a return to the brand’s roots as “an innovator in cooked meats,” it said.
The new range has been created to target consumers looking to recreate restaurant and social media-inspired meals at home, without lengthy preparation.
The launch follows Mattessons’ new brand identity and packaging rollout over the summer, part of a wider programme of investment in the £32m brand.
Supplier Pilgrim’s Europe is looking to modernise Mattessons’ role in cooked meats and broaden its appeal across more shoppers and mealtime occasions
Range details
The new 200g pouches will roll out across major retailers this autumn. The range includes Slow Cooked Pulled Pork and Chicken and Slow Cooked Chicken Shawarma.
The products take just two minutes to heat, giving shoppers “the taste and tenderness associated with slow cooking without the lengthy preparation time,” Mattessons said.
For retailers, this creates an opportunity to extend the role of the cooked meats fixture beyond its traditional heartland of lunch and snacking, and into everyday evening meals.
Meat pioneers
Chris Doe, UK&I marketing and innovation director at Pilgrim’s Europe, said: “Mattessons has always been a pioneer within cooked meats, and revisiting the brand’s heritage helped identify where the next opportunities for growth could come from.
“Pulled Meats is a modern expression of that pioneering spirit, taking Mattessons into new occasions while staying true to what consumers have always valued about the brand.
“This launch also plays an important role in our ambition to build Mattessons into one of our Power Brands, giving it a clear and distinctive role within our portfolio while bringing new shoppers into both the brand and the wider category.”
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