Baraka Food is targeting the barbecue opportunity with the launch of new Barbecue Ribs with a JIM BEAM® BBQ Sauce, from leading culinary alcohol supplier Thomas Lowndes & Co. Available nationally throughout Morrisons, the product is a premium, restaurant-style barbecue rib and is designed to allow the consumer to prepare barbecue ribs of the same quality as their favourite high street restaurant in moments in a microwave or conventional oven. It also enables the home barbecue expert to produce a perfect rack of ribs on a domestic barbecue grill.
The addition of the world’s number one bourbon, JIM BEAM adds a premium perception and positions the product as an indulgent treat with all the convenience of a ready meal.
The 454g pack contains two half racks of barbecue ribs smothered in authentic BBQ sauce hand blended with the distinctive, smooth taste of genuine JIM BEAM Kentucky Bourbon. The ribs are first marinated in bourbon whisky, cooked, blast chilled and coated in BBQ sauce with JIM BEAM before being packed.
Claire Watson, Trainee Buyer, fresh foods at Morrisons, comments: “We identified the need for a more premium line within our ribs offering and wanted to offer our customers a restaurant quality product, in time for summer and the upcoming BBQ season. Baraka Ribs is a premium product and the addition of JIM BEAM in the sauce provides an excellent point of difference from other ribs and makes the pack instantly recognisable on shelf. JIM BEAM is a respected brand well known for its quality and we hope its authentic brand values will ensure the success of this product.”
Charles Newham, Managing Director of Baraka Foods, comments: “Having supplied high volumes of barbecue ribs into Foodservice for many years, we are ideally positioned to supply restaurant quality barbecue ribs to the retail market. The retail ribs market is worth approximately £34 million and the inclusion of JIM BEAM takes our new product into a super premium league that will drive sales and add category value.”
New Barbecue Ribs with a JIM BEAM BBQ Sauce is available throughout Morrisons stores with immediate effect. RSP: £3.99 for 454g pack.