Supermarket Perimeter - November 2023 - 42

Meat & Poultry: Lamb
or experiment within the category, " Dunn said. " We recently launched
a new product, a boneless loin lamb roast, that has been received
extremely well. "
Aussie Select, a brand of World Select Cuts LLC, offers the United
States' first fully cooked charcuterie-style products made from pastureraised
lamb. It currently has four products: lamb pastrami, lamb prime
rib and two lamb " hams " - tikka masala and agave rosemary.
" Adventurous millennial eaters, ethnic shoppers, and home
chefs willing and able to spend more time cooking, fueled a lamb
renaissance, " Jaclyn Glatzer, CEO of Aussie Select, said. " Lamb has
always been a premium protein, and as with all proteins, lamb pricing
has increased. Offerings like Aussie Select's lamb charcuterie are
making lamb more approachable. "
She added that Aussie Select will continue to innovate with lamb as a
protein.
" Our newest product is a lamb prime rib roast. Simply seasoned, this
offering brings out the delicious taste of lamb in a new, convenient
ready-to-eat or ready-to-heat format for retailers and shoppers, " Glatzer
said. " The more mild-tasting Australian lamb we start with ensures
great taste. Our pipeline is rich with further ideas that are in early stages
of testing for 2024 launch. "
Perfect packaging
When it comes to packaging, McNicholl noted the best choice depends
on the cut, and tradeoffs exist between eating quality, product
presentation, and shelf life.
" Vacuum packaging provides the best shelf life for consumers who
want to freeze the product at home; however, MAP packaging can
present the product in a more visually appealing way, " he said.
Gelson's currently sells 90% of its lamb products
as a self-serve offering using clear
plastic trays with an overwrap as
all of its lamb offerings are cut
fresh in-house daily, with
the remaining 10% of sales
sold behind the glass and
are hand-wrapped in
butcher paper.
" The only change in
the recent year has been
us no longer using foam
trays and only using
recyclable plastic
trays, " Moreno said.
Lamb aligns
seamlessly with
Mediterraneaninspired
cuisine,
presenting an ideal
chance for prepackaged
meal kits
featuring items like
tzatziki, olives, pita
bread, and hummus.
42 - NOVEMBER 2023
" Shoppers can effortlessly pick up these kits, grill lamb, and savor a
delicious meal, " McNicholl said. " Furthermore, for health-conscious
consumers, lamb offers a source of lean protein, making it an excellent
inclusion in healthy recipes. "
He noted that since lamb is a premium protein, it helps build bigger
basket sizes overall, so featuring lamb on the shelf helps drive dollars.
" Highlighting lamb's sustainability and health characteristics are also
proven to attract more buyers, " he said. " Sharing simple to make recipes
featuring lamb makes the protein more approachable to the widest
audience at store level. Social media is a great place to do this. "
Thomas Foods sees a major opportunity to help educate consumers
through packaging, and recently launched new packaging with
consumer-friendly colors that stands out on-shelf.
" The new packaging also prominently displays our all-natural claims
and has a QR code on-pack that leads to meal and recipe ideas for busy
consumers, " Dunn said. " Highlighting nutritional content or production
claims such as all-natural or antibiotic-free is a valuable opportunity
to connect with shoppers who are seeking protein choices with these
attributes. "
Gelson's has a header sign directly over the multideck meat case and
rails trip signs that call out its Lamb as 100% born, raised, and harvested
in the United States.
Bringing the restaurant experience home
According to Midan Marketing's recently released Meat Consumer
Segmentation 3.0 study, 78% of US lamb consumers say they enjoy
cooking at home and want to recreate gourmet and culturally inspired
dishes. Retailers can capitalize on the opportunity to boost lamb sales
by tailoring their offerings to align with the growing trend of consumers
seeking restaurant-style experiences at home.
" Lamb is a great alternative to recreate at home after being inspired
by a fine dining experience, " Dunn said. " We have also seen a lot
of success offering inspiration through videos posted on channels
like TikTok, educating consumers on swapping ground beef for
ground lamb. "
Bringing something new to the charcuterie board, and a nonpork
offering that many consumers seek, Aussie Select feels its lamb
products can elevate an experience and pairing these products with
more traditional prosciutto and salamis is a great way to up one's game.
" People who buy lamb consider themselves foodies and are happy to
purchase premium food items, " Glatzer said. " We also suggest crossmerchandising
with wines, premium cheeses, and nuts. Since Aussie
Lamb is Halal-certified, we often see the items cross-merchandised in a
Halal-specific section of the store. "
MLA sees an opportunity to help retailers continue to drive demand
and take advantage of the rapidly approaching holiday season.
" With the help of our 'Lambassadors,' retailers can boost lamb
consumption by crafting enticing holiday-themed promotions and
bundles that feature festive lamb dishes, such as succulent roasts and
savory stews, " McNicholl said. " Creating visually appealing in-store
displays and online content that highlight the warmth and tradition
associated with lamb-centered holiday meals can evoke a sense of
seasonal joy and inspire shoppers to make lamb a centerpiece of their
holiday feasts. "
supermarketperimeter.com
Gelson's; Aussie Select
http://www.supermarketperimeter.com
Supermarket Perimeter - November 2023

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