Mattessons adopts slinky look to go with new image

The product has been reformulated and re-packaged, adding carved meat, cooked on the bone, to the compnay's Parchment range. On-pack descriptions emphasise the quality of the meat and how it was made.

Sarah Power, senior brand manager, said: "2006 is a major year for Mattessons with the sliced cooked meats revamp bringing a new personality to the chilled category. We have personalised the packaging, writing the back of packs as a team. This brings a differentiated offering to the market and engages with the customer on a one-to-one basis."

The re-launch of Mattessons products also includes the standard cooked meats range, smoked pork sausages and a new chicken-bite snack - Fridge Raiders. The brand also marks a return to TV for the first time in over 20 years in a multi-million pound marketing promotion. A huge PR, sampling and print campaign is planned.

According to the company, the sliced cooked meats category is worth over £1.2bn annually and is showing a positive growth of 4.9% with around 9% of this driven through impulse trade. However, this is dominated by standard products showing there is untapped opportunity for premium purchases. The Mattessons brand is currently worth £45m.

The Mattessons Parchment range includes Honey Roast Ham, Prime Roast Beef and Roast Chicken. Mattessons Premium range includes Superior Carved Ham, Carved Chicken Breast and Carved Turkey Breast.

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