Supermarket Perimeter - November 2020 - 40

Meat & Poultry: Turkey

Jennie-O is continuously evaluating more sustainable, less wasteful
packaging options.
"Portions of our fresh ground turkey production has moved from
foam trays to plastic in-line formed trays that use a lid seal film instead
of a cardboard overwrap," Anderson said. "We will continue to convert
products as our production lines are updated."
Packaging on Before the Butcher's turkey burgers isn't the usual tray
pack that you would see with fresh ground turkey burgers; instead, the
product is in a box in a sleeve and has very distinct colors that pop on
the shelf.

Continued growth

Over the years, a number of new products have evolved in the turkey
segment and companies continue to innovate in the category.
Leupen said that while Butterball is famous for its tender and juicy
whole turkeys that serve as the centerpiece on so many Thanksgiving
tables across the country, the company also makes trusted products in
pretty much every category where turkey exists, including retail service
deli, the fresh meat case and convenient, fully-cooked products like
turkey bacon and turkey breakfast sausage.
"In tune with emerging consumer needs, we also offer the Farm to
Packaging matters
Family by Butterball brand for products made from turkeys raised either
Many of the companies offering turkey products are starting to realize
organically or without antibiotics," she said.
the importance of packaging with more consumers paying closer
Additionally, its meal solutions kits are designed to be quick, go-to
attention to what the labels say.
meals highlighting turkey recipes for consumers seeking a delicious,
"We're starting to see more packaging referencing the attributes of
flavorful turkey dinner that is simple and easy to create.
turkey, i.e. high in protein, lean content and vitamin content," Sáenz said.
"It offers not just a product, but an experience that encourages
"These are the attributes that appeal to consumers looking for healthy
consumers to explore new flavors and get comfortable in their own
meal solutions."
kitchens-something we're all doing a lot more of these days," Leupen
said. "Butterball meal kits show consumers
that turkey doesn't have to be complicated
and the combination of turkey and meal
seasonings are easy crowd pleasers."
The company is also launching two
new lines of turkey-based breakfast
Butterball and other
options-Butterball Breakfast Pairings and
turkey suppliers continue
Butterball Sausage Balls.
to see strong demand
"While these products are designed
for clean label and
with convenience in mind, we know
sustainable products.
consumers don't just want convenience,
but a breakfast for the whole family that is
convenient as well as savory, healthy and
high in protein," Leupen said.
Sáenz shared that today's consumers
are looking for and purchasing more
of the fresh turkey cuts such as breast
cutlets, tenderloins, thighs and whole
breasts.
"We are also seeing a big uptick in
sales/units in the turkey bacon and turkey
sausage category," he said. "Ensuring that
you are offering a good variety of these
packaged turkey items will also help the
overall category growth."
40 - NOVEMBER 2020

supermarketperimeter.com

BUTTERBALL

describing them at the holiday. We recommend retailers use the online
environment to be more consultative for people unsure what to buy or
when to buy it, by connecting products to the number of people the
product feeds, how long it takes to thaw, etc."
O'Malley believes one thing that could help sales of plant-based
turkey products like what Before the Butcher offers is moving it to the
same area where they would have turkey products.
"It would be interesting to see a product like ours in an area where
they have breast turkey products on the shelf to see how it would work
over there," he said.
Shaw noted that turkey does well in its typical set, but Cargill has
focused on smoking and grilling as an opportunity to bring new
consumers into the category and create a new occasion for turkey.
"With this focus, there is an opportunity to put turkey items like
the 'trisket' (a turkey breast that's great for smoking like a brisket),
thighs, sausages or bone-in-breasts near other key grilling or smoking
items to keep them top-of-mind as they are considering protein for
that occasion," she said. "We are focused on innovation in the turkey
category and work every day with our retail partners to provide valuable
insights and products to grow their business."


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