Cranswick charcuterie brand looks to bring in a new way of snacking
CURED MEATS AVAILABLE IN SAINSBURY’S STORES
HULL-HEADQUARTERED meat specialist Cranswick has launched a new charcuterie brand as it looks to take a big bite out of the UK snacking market. Bodega has been stocked by Sainsbury’s initially, as the Ftse-listed food producer looks to emulate success seen with cured options Stateside.
More than 300 stores are now selling it, with ambitions to roll out across all the major retailers.
Mary Pennell, marketing controller for Cranswick Continental Foods, told how it can go up against the traditional sandwich for lunch, but is equally at home on a hike or a cosy night on the sofa with a glass of wine.
She said: “There’s nothing like it on the shelf and, fingers crossed, it is going to go well.
Cranswick is predominantly an own-label supplier, not a big player in the area of brands, but we did see an opportunity, taking inspiration from the States, taking charcuterie into the snacking arena.
“If we look at the snacking category, whether that is chilled or the wider supermarket, snacking tends to be a branded offer. It is a real branded arena.”
Bodega, the name given to a small grocery shop in a US Spanishspeaking neighbourhood, was previously used for an olive line, but has been revived for the range, which features smoky salami, prosciutto and chorizo.
It is produced at Cranswick’s new factory in Bury, Greater Manchester, where the team works with Spanish, German and Italian suppliers.
A mellow cheddar cheese accompanies, alongside crisp toasts.
“The product itself lends itself to lots of different eating occasions,” she said.
“We’re no longer a three straight meals market. Anyone under 35 tends to snack throughout the day, food for them is more about fuel, little and often. That’s where Bodega has its strength.”
Adaptability has proved to be a key trait too in the development.
“If we were all six months back, then the profile for launch would be something different.
“It would be a direct sandwich alternative, we’d be front of shop promoting, and it is a very visual product. Charcuterie can also be a treat purchase too.”
First to market with Sainsbury’s, it is not exclusive, with further listings being worked on.
“It is early days, we are two weeks in, but we are growing and the rate of sales is increasing every day,” Mary said. “We are pleased with where we have got to so far, and we have some promotional activity coming in a few weeks.
“We need consumers to discover it and try it, as looking at the numbers we are getting people coming back and repeat buying. It is all about getting that initial trial.”
We’re no longer a three straight meals market. Anyone under 35 tends to snack throughout the day. Food for them is more about fuel, little and often Mary Pennell