ALL THRILLER, NO FILLER
Silver Fern Farms’ new Honest Burger Range is made with premium-quality, gluten-free, tender and juicy meat, with natural New Zealand herbs and spices. Free of artificial ingredients such as preservatives, colours and fillers, these 97% red meat burgers are paired with horopito, kawakawa and native Kiwi salts to deliver restaurant-quality burgers at home. The new range includes delicious beef, lamb and venison gourmet burgers to delight every member of the family. Get ready to tuck in!
Picking up a packet of burgers at the supermarket only for the label to reveal that the products have a low percentage of real meat is a common experience for the shopper hoping for a quick and easy meal. Current pre-made burgers on the supermarket shelves are bulked up using ‘filler’ ingredients – additives that are often starchy and low in nutritional value. That’s bad news for consumers keen for convenience without compromising health. Thankfully, there’s another option that’s hitting the shelves from a company known for premium-quality red meat products.
Silver Fern Farms is releasing its Honest Burger Range, which promises burgers that are “all thriller, no filler”. Silver Fern Farms Honest Burgers are 97% premium-quality red meat. They contain no artificial ingredients such as preservatives, fillers, flavours and colours. And while most other burgers on the market are unsuitable for those with gluten intolerance, thanks to the fillers they contain, the Honest Burger Range is gluten free.
Silver Fern Farms conducted consumer and focus-group research to better understand customers’ expectations of the grocery burger category. Of the premium-meat consumers surveyed who ate burgers at home, 90% of them chose to make their own. “What the research found is that there’s a lot of distrust in the category and of current products on the supermarket shelf,” says Silver Fern Farms marketing manager Brenda Galbraith. “Talking to Silver Fern Farms Foodies – people who value premium, high-quality meat – they found that with this distrust, a lot of people were making their own burgers at home because then they totally understand what is going into their burgers.”
With the launch of Silver Fern Farms’ Honest Burger Range, the hassle of assembling a burger at home is gone, and flavour isn’t sacrificed. Each product in the range includes a native New Zealand salt, pepper or herb seasoning that is paired perfectly with premium beef, lamb and venison. The cuts have been selected to create the perfect burger ‘bite’ and expertly blended for mouthfeel and balance of flavour. Included in the range are Beef and Horopito Pepper; Beef and Lamb with Mānuka Smoked Salt; Lamb and Kawakawa Herb; and Venison and Lamb with Kelp Sea Salt. “We wanted New Zealand flavours, New Zealand native herbs and peppers as a point of difference so that they fit really well with the meat, and so that consumers will have a great eating experience,” says Galbraith. Plus, each burger box contains 500g of honest meat – 125g per burger, for thick, generous burgers that are juicy and tender. “They have minimal ingredients, are minimally processed, and therefore there’s a strong health angle to them,” adds Galbraith. “What you see on the pack is what you’re getting and what you’re eating.”