new-walls-pastry-range_white.jpg– £2m support package for new range –
Wall’s is set to reinvigorate the pastry sector using its meat expertise to launch a new “Full of Filling” branded range to debut into the convenience category.

The pastry range – which has been developed after extensive consumer research – will be available in convenience stores from February 9 2009 and will be supported by a £2m marketing campaign.

With research showing that over 30% of meals will be consumed out of home by 2010*, the new range is aimed primarily at male snackers on the go.

The Full of Filling range will comprise: Sausage Roll, two pasties (Large Cornish; Onion and Cheese); five slices (Ham and Cheese; Chicken and Mushroom; Peppered Steak; Chicken and Bacon slice; Chicken Tikka) and four pies (Individual Pork Pie, Individual Pork and Pickle Pie, Two Snack Pork Pie and Scotch Egg).

Valerie Kubala, Wall’s Pastry Senior Brand Manager, says: “There is a huge opportunity for Wall’s to use its meat, quality and
value credentials to reinvigorate the pastry sector with this new range.

“Over 90% of households purchase pastry products, but most don’t buy them regularly because they are often uninspiring, full of air rather than filling and not considered good value for money.

“The new Full of Filling range will meet a real consumer need for a product with quality meat and pastry that really satisfies.”

The Full of Filling launch will be supported by an outdoor advertising campaign – developed by Beattie McGuinness Bungay (BMB) – using the strapline “completely full of filling”.

The traditional ‘butcher’s’ brown paper packaging reinforces the quality message with a clear window which allows the product to be seen; a packaging concept preferred by consumers.

Valerie Kubala, adds: “This new range has been developed to offer a quality, on-the-go product supported by the reassurance of an established brand. Consumers trust Wall’s and know it will deliver on quality and value – and we know they will love the taste once they’ve tried them.”

*Mintel, April 2008

Kerry Foods
Direct To Store Team
Tel: 0800 121 46 88

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