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Mattessons Meat Snacks Go Oriental! Mattessons introduce new variant to Fridge Raiders range

In a bid to further drive sales in the growing meat snack market, Mattessons - the Mmmeaty brand behind Fridge Raiders, Sliced Cooked Meats, Smoked Pork Sausage and Turkey Rashers - is launching a new Chinese Spare Rib variant to the Fridge Raiders range. Kerry Foods is investing £5 million in the Mattessons brand in 2007, including TV, press, on-line, sales promotions, NPD and PR activity. The launch of new Chinese Spare Rib Fridge Raiders provides an ideal opportunity to kick-start 2007 activity across the Mattessons brands. Spare rib flavour has a proven track record in the snacking market and Mattessons hope to broaden consumer appeal and drive repertoire purchase with the launch of their new Chinese Spare Rib Fridge Raiders. Research conducted by Kerry Foods in 2006 revealed that 60% of non-users were likely to buy the new flavour. The meat snack category is worth £46 million - a growth of 15% year-on-year - with the Fridge Raiders brand worth £6.4 million, a 344% increase on last year. 30% of meat snack sales go through the impulse channel, making the impulse meat snacks market worth £14m and showing strong 23% year-on-year growth. Through heavyweight consumer and trade support, Mattessons Fridge Raiders have doubled the growth of the meat snacks category in the impulse channel in the past two years. The brand has achieved this by encouraging new consumers into the meat snacks sector - in fact 72% of Fridge Raider shoppers are new buyers to the category. The healthy proposition of the brand also plays a part in this as it appeals to consumers looking for a low fat snacking option. David Warren, Marketing Controller for Mattessons, says: "The Mattessons Fridge Raiders brand has shown phenomenal growth since its launch two years ago in both grocery and impulse. Strong brand growth is set to continue with heavyweight investment over the coming year, beginning with our biggest ever TV campaign. We also have some exciting NPD with the launch of a third variant, Chinese Spare Rib. This will broaden the appeal of Fridge Raiders by providing another variant of irresistible chicken bites in an everyday meaty flavour that we know consumers love." 70% of Fridge Raiders are sold through grocery and 30% through the impulse channel with primary purchasers being mid market, mainstream families. Consumption patterns for Mattessons Fridge Raiders revealed high, out-of-home snack and lunchbox consumption, so by increasing impulse distribution the brand will target the 16-34 year old 'young snackers' looking for a healthier option. Two TV campaigns in 2006 increased brand awareness and had a positive effect on all brand health measures. Mattessons will continue to invest in TV to drive awareness and trial. Beginning with its biggest ever national TV campaign for Fridge Raiders, the 2007 advertising encourages consumers to 'bring out their carnivorous side,' reaching over 20m UK households. Mattessons Fridge Raiders are irresistible bites of chicken that come in everyday meaty flavours - Roast Chicken, Chicken Tikka and new Chinese Spare Rib. Packaged in a convenient 70g bagged snack format, it makes them an ideal impulse purchase as they can be eaten on the go with no mess. Priced from 99p, they are low calorie (only 110 calories per pack), low carb, contain less than 10% fat and are available from all major retailers. All data is AC Nielsen 52 MAT to 24.02.07 Kerry Foods Tel: 01784 430777 www.fridgeraiders.co.uk