UK - Rectory Foods spreads its wings into retail

by meattradenewsdaily.co.uk - 27/04/2010

"Rectory Foods is making its debut in the retail sector with the launch of a new range of frozen chicken products under its Hot Chicken Company (HCC) brand. "

HCC for retail includes a 7-strong range of coated Southern Fried chicken products including Chicken Dippers, Chicken Breasts, Wingos, Hot Rox and Pop Rox as well as Tikka Strips and Plain Strips. All are made with quality 100% chicken breast.

Rectory Foods, global supplier of quality poultry, red meat and food ingredients, developed the HCC range for foodservice outlets at the end of 2009. As the products have been so popular in this sector, the team of development chefs has created a new range aimed at the consumer market, set to hit supermarket shelves in April. The launch is set to shake up the frozen chicken sector, bringing consumers a new and exciting option in the freezer aisle.

The products are aimed at two sectors – multiple retail and convenience. Three new HCC products are already listed in one multiple retailer: HCC Southern Fried Chicken Breast, HCC Plain Cooked Chicken Strips and HCC Tikka Cooked Chicken strips are on shelf in Netto stores now. The Strips are available with an introductory offer of 15% extra free, while stocks last.

Products for convenience stores and independents are available via wholesalers and distributors with Parfetts being the first to sign up for the new lines. To support this sector, Rectory Foods is running introductory packs at £1 and £2 RRP such as HCC Southern Fried Chicken Breasts (£2 per 500g bag).

The concept is to offer consumers a quality ‘take away at home’ option. The products are versatile and aimed at family and group sharing occasions, especially the ‘big night in’ or weekends, and are set to be a real hit during World Cup parties at home.
The bright, eye-catching livery of the HCC range gives the products stand-out on shelf. All products need to be baked in the oven for 20 minutes, making them healthier than deep-fried alternatives.

Nick Bowyer, Managing Director of Rectory Foods says: “This is an exciting move for Rectory Foods and so far feedback from our customers, and from consumers, has been very positive. Our new Hot Chicken Company range is a great success in foodservice and we have taken our knowledge, experience, and expertise and translated it into products suited to the retail and convenience markets.
“The range is the result of 16 months’ research and development and our team of chefs has worked hard to ensure that the range offers the right combination of flavours, products, pack sizes and price point, to give consumers a quality chicken product with the ideal taste and texture. HCC gives consumers the option to economise without compromise, meaning they can enjoy convenient, take away-style products, at home and at a fraction of the cost.

“As we venture into retail and convenience, we are keen to talk to outlets and buyers about their specific needs.”

Bowyer concludes: “We continue to be dedicated to supplying HCC, and our other poultry, red meat and food ingredient products to the foodservice and wholesale sectors which is where our company heritage lies.”

The HCC range is available via distributors and wholesalers and the retail range is on shelf in Netto now, with other retailers expected to follow suit in the coming months.

Established in 1996, Rectory Foods is headquartered in Holmes Chapel, Cheshire, with operations throughout the UK, Europe and Asia. It handles the international sourcing, storage and supply of poultry, red meat, vegetables and food ingredients to the wholesale, retail and manufacturing sectors.

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