Kepak to accelerate growth of UGO’s Deli Café with new variant

cheeseolivepaniniKepak Convenience Foods (KCF) is to accelerate the growth of the award winning UGO’S Deli Café brand with the introduction of a new Panini, Chicken, Mozzarella & Black Olive Tapenade on a tomato and herb bread.

The development of flavoured bread has added more interest to the new variant which joins Chargrilled Chicken with Mozzarella & Pesto and Bacon, Cheese & Mustard Mayonnaise.

The products have longer shelf lives than the average pies, pasties and sandwich products, resulting in a longer sales opportunity, and less waste for retailers. The longer shelf lives also boost appeal to consumers as, in the current economic climate, they are becoming increasingly conscious of food waste.

Launched less than two years ago, UGO’s Deli Café has already attracted 1.3 million households to the hot snacking category and is currently worth £10.8 million.

John Armstrong, Marketing Director at Kepak Convenience Foods comments: “UGO’s Deli Café already has excellent repeat purchase rates and we are confident the new variant will deliver incremental sales to the UK’s £107 million hot snacking category.

“Research has shown that 73% of UGO’s Deli Café shoppers are incremental to the growth of the category, proving that new product development introduces new customers.

“The current economic situation is affecting businesses across the board, but with the down turn in on-trade, retailers can tap into the growing food to go and hot snacking markets by stocking products that appeal and allow them to compete head on with food service outlets.”

John concludes; “The new variant will not only broaden the appeal of UGO’s Deli Café and introduce new consumers to the brand, it will strengthen its position as a first choice alternative to sandwiches, especially at lunchtimes.”

The new UGO’s Deli Café launch is being supported by a national sampling campaign, a national consumer PR campaign and consumer and price promotions.

The new variant will be available September 2009.

Contact: 01772 688 312.