Last October, Silver Fern Farms launched a range of branded retail prepacks into Tesco stores in the UK, and now it's on track to expand its British product offerings.
The company says it's the first time that branded lamb has been available in the fresh chilled lamb section of a major grocery chain in the UK.
Next up is introducing lamb medallions to the current range of roast, rump, rack and loin fillets.
Silver Fern Farms chief executive Keith Cooper said it was stocking about 250 stores in the UK with "pleasing upward trending occurring over the introductory period".
"We are transforming the standard business model of a red meat company and achieving a market premium through our strategy of adding value; smaller more convenient packs, lean cuts, recipes and cooking instructions on the pack…all things that we know allow us to offer NZ restaurant style lamb at home in the UK," he said.
"It’s a three-way win, better margins for the retailer, convenience for the consumer and better returns for our farmers.”
Sharon Angus, group marketing manager, said the original launch was supported by a campaign including basket/trolley advertising, print advertising in Tesco grocery and food magazines, in-store and outdoor sampling, branded merchandising units on shelf; point-of-sale, online banners on top UK foodie websites, electronic direct mail to Tesco loyalty card holders, a UK-facing website, consumer competition, and a social media strategy.
“We needed to be clever to ensure our relatively small marketing spend was optimised in such a large market."
Co-funding from Beef + Lamb (a $1 for $1 levy match) helped extend the campaign's reach, she said.