Savouring flavours

From ethnically inspired marinades to the latest coatings and dry rubs, butchers are spicing up their offer and reaping the rewards. However, keeping up with those changing tastes is not without its challenges, says Scott Dixon, brand manager with MRC–The Flava People. “The British appetite for different cuisines is one of the most culturally diverse in the world and is constantly in flux. At MRC-The Flava People, we see it as imperative that we remain abreast of these changing consumer demands by constantly developing and reformulating our products and flavours. We see the value in offering a wider range of products, tailoring for more exotic tastes.

“MRC is constantly innovating with flavours and products from around the world that can become an exciting part of the UK consumer’s everyday meal, and we’re hard at work on some new products to launch in 2012 that we’re really excited about.”

Stuart Revill, of www.butchers-sundries.com and TruNet, says tastes are developing: “Flavours from around the world are always popular, but have become more specific. So instead of an Indian sausage, people are looking for a Shugonda sausage, or a Tikka Masala style. Also, I think the Caribbean could be popular next year, with pineapple and chilli-based products.”

However, he says butchers need to be more adventurous when it comes to ingredients: “Butchers always say they are looking for something new, but then nearly always order the same thing, usually pork and herb, Lincolnshire, Cumberland etc – the safe sausages.”

He says larger operators are more likely to innovate and butchers need to compete: “Manufacturers are more driven by supermarkets, and will try out new things and more unusual flavours.”

Fortunately, next year may prove to be more interesting, he adds: “We feel that next year may be an exception, though, as we’ve got the Olympics in the UK, and also the Euro 2012 football tournament, so themed ideas will be popping up.”

With the ongoing financial environment continuing to squeeze purses, Dixon warns against butchers giving in to the temptation to trade down on quality. He says the key reason butchers continue to hold their own against the multiple retail competition is down to quality and service.

“The recession might mean tighter budgets, but at MRC we don’t believe good value products means poor quality products. In fact, more than ever, consumers are appreciative of receiving the very best quality products for their hard-earned money.

“While undoubtedly more frugal, UK consumers are still looking for that next added-value product and we know that over 50% of shoppers make their purchase decisions in front of the fixture. As such, it’s vital that products not only look visually appealing, but also evoke quality and intrigue in their flavours, and how they are named and labelled.”

He says consumers ask themselves five questions when making a food purchase: Is it good quality? Is it healthier? Does it offer an alternative taste? Does it have an interesting flavour? And, does it make life easier? “The great thing for butchers is that they can buy products that answer yes to these questions. The selection of sauces, marinades and coaters that are available to the trade are a key point of difference from the supermarkets.”

Hot to trot

When it comes to the kind of ingredients that are hot, Jon Childs, sales manager at ingredients supplier Verstegen, says marinades and sauces have been big in the last 12 months. “The driving force for Verstegen in 2011 has continued to be our range of World Grill marinades and sauces, despite encountering a lot of competition from many newcomers in this area of the ingredients market. 

“More and more butchers are beginning to see the benefits of adding value to their meat products using liquids, as opposed to dry ingredients and glazes, not only because of the high visual impact when displaying their products, but also because of the much higher profit margins achievable with liquid marinades and sauces.”

He agrees it is important not to compromise on quality: “Butchers blindly looking to save a few pounds on their costs soon forget that if a product they are selling does not deliver on the taste front, then they can kiss goodbye to any repeat sales from their customers, which defeats the object of adding value.”

Tony Chapman, sales manager with Newly Wed Foods, said the key for his company was maintaining quality, but still offering good value: “Bearing in mind the prospect of continued uncertain economic times and the recent prediction of a potential double-dip recession, we have reassured our customers that our products, which have been extensively benchmarked – both internally and by independent sources – offer second-to-none quality, at an excellent value-for-money price.”

Brawn to the fore

The quest for value has seen some traditional products return to the fore, says Steve Derrick of Lucas Ingredients: “The key trend I have noticed in butcher’s shops is the move towards traditional ‘value’ butchers’ products – for example brawn, haslet, corned beef and others. One of the driving forces behind this is that this type of product gives good-value, flavoursome, quality products to the customer, while maintaining a good margin for the butcher.”

Another trend has seen the sales of crumbs, schnitzel and batter mixes on the rise, says Verstegen’s Childs. “Although the humble schnitzel is traditionally not such a well-known dish here in the UK, butchers are realising the advantages of utilising cheaper cuts, while giving their customers something very tasty, that offers good value and is something the whole family enjoy.” 

He says Verstegen produces over 50 different schnitzel mixes and crumbs, as well as several easy-to-use batters – which he says are vital for keeping crumbs from turning soggy – and there is plenty of opportunity for butchers to grow sales into a new sector.

Another emerging trend is a growing demand for pâté, Childs says, and this offers a great opportunity for butchers to maximise profits: “A lot of butchers are buying their pâté in, but it is such an easy product to make, once you have a basic understanding of the preparation method and, of course, the correct ingredients. Another factor in this is that the profit margins are huge and the recipes utilise lots of low-cost pig’s liver, pork cheek and belly, which returns a premium price.”

Newly Wed Foods has a simple method of assessing the market’s needs and customer trends, says Chapman: “We have a close relationship with regional food organisations, enabling us to understand our customers and respond to their specific needs regarding provenance and regionality.

“Having a policy of ‘get out there and speak to your local butcher’, it’s amazing what ideas and feedback these discussions generate. We value the relationships we have with our butchers and consider that level of communication to be key to meeting their current and future needs.”

Now and later

When it comes to ingredients, MRC recommends butchers having a dual policy — adding value to products in the counter through the use of glazes, marinades etc, but also stocking take-away products, such as its Flava-it range of sachets. Dixon says: “Butchers who offer their customers both ‘for now’ and ‘for later’ products are reaping the benefits, as consumers can purchase both those products they want for a quick family dinner tonight (glazes and marinades on added-value products like Thai kebabs) and packaged ambient retail products ideal for meal solutions later (Flava-it sachets used on meat, veg, rice etc) all from the same butcher’s store location.”

Verstegen has also spotted the opportunity for consumer products, offering butchers the option to sell a range of its sauces direct to consumers in branded packaging. The company has recently expanded that operation with the launch of its Kumar’s range of curry sauces, which are available as both a concentrated paste and as a ready-to-use sauce in large 2.5kg containers for butchers, but also in 350g consumer pots for add on over-the-counter sales.

Childs says: “Since launching in March, the Kumar’s curry range has been very well received by butchers, chefs and consumers throughout the UK, but also in Ireland, France, the Netherlands, Belgium and in the US. 

“At the moment, the consumer pots are the strongest sellers, but we’re seeing more and more interest from butchers wanting to prepare and display their own curries to sell over the counter, as well as using the sauces in their pies and sausages. One of the most innovative products we have seen from a butcher was a naan bread curry pie, which replaces the pastry crust with a naan bread. The success of the range has meant that further investment to expand the production facilities is necessary, and we have new products and different packaging designs planned for 2012.”

Those new products, being added to the already 14-strong range, include Pineapple Chutney, Tomato Chutney, Sambal Goreng, Kacang Panjang and Galangal and Turmeric Rice Paste. Childs adds: “The Kumar’s range of curry sauces is a win-win for butchers, whether they are preparing their own curries for sale over the counter, or selling a retail pot of Kumar’s sauce along with the required meat. Although chicken is the protein of choice for many curry dishes, butchers can also focus their attention on cuts of beef, pork or lamb, which also work very well in selected curry dishes. Stewing beef with the Rendang sauce is a particular favourite, which not only keeps costs down for the customer, but practically guarantees repeat sales once they have experienced the wonderful aromas wafting through their kitchen.”

Clean label requirements

Clean label remains an issue when it comes to added ingredients, and butchers need to ensure they are staying up to date on the latest demands for lower salt and reduced additives. Lucas’ Derrick says these pressures do not have to mean a drop in innovation or quality: “Innovation is also coming from the demand from customers for lower salt, and reduced additives – for example MSG. Our ‘Butcher’s Classic’ range of products all address these issues, with our latest addition – Butcher’s Classic Pork Pie Seasoning – winning awards at the Q Guild Smithfield Awards, despite having no MSG and reduced salt levels.”

Revill feels low salt options are not making as much impact in the independent sector: “Low salt is popular with the manufacturers, but butchers haven’t embraced it as much — they feel it’s not as good a tasting product.”

And Lucas is not alone, Newly Wed Foods is investing in similar developments, says Chapman: “Our sausage seasonings, mixes and burger mixes are fully compliant with current Food Standards Agency salt guidelines, and we’re working closely with EHOs to keep abreast of ever-changing guidelines and initiatives.” He adds that the business is also investigating and trialling a cost-effective, viable alternative to food colourant carmine.

Convenience remains a key driver among consumers, and ingredients are a great opportunity for butchers to tap into that demand. Offering complete ready-meal solutions, in the form of curry sauces, ready meals or stir-fries, are a great way to maximise sales and also appeal to new, younger consumers.
Derrick says: “Adding value and convenience are key drivers for the market. Pie sales are doing very well, and the ready-meal market is also growing. Our ‘Lucas Kitchen’ range of products, including gravy mixes, sauces, and pasty mixes, has been designed to help the butchers manufacture these products easily and profitably.”

MRC’s Dixon agrees: “Butchers using these sorts of products add real value along with something else that is vitally important in the current consumer environment – namely convenience. What could be easier than buying a freshly made stir-fry or Caribbean Jerk kebab from your local butcher and then cooking it in less than half an hour at home?”

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