Former farmer co-op Aria Foods is launching halal meat strips.
The newcomer, rolling out this month, comes as Aria bids to develop its range following a management buyout in March.
The National Halal Food Group will supply halal meat to be processed and packaged by Aria under a Mr Halal brand.
Aria has also repackaged its range of frozen convenience-style chicken, beef and pork meat strips, listed in Sainsbury and Spar. MD Mike Gooding said Aria planned to add variants such as game strips and fish strips. New cardboard box packaging will replace plastic bags from September, giving the range a more upmarket feel.
He said: “Retailers must not use the frozen meat aisle as a discounted dumping ground. We want to raise its value perception. We need retailers to play ball on price.”
Aria will start a regional TV ad campaign in mid-September. Ads, to be tested in the south west, will show meat strips as a convenient midweek meal.
The newcomer, rolling out this month, comes as Aria bids to develop its range following a management buyout in March.
The National Halal Food Group will supply halal meat to be processed and packaged by Aria under a Mr Halal brand.
Aria has also repackaged its range of frozen convenience-style chicken, beef and pork meat strips, listed in Sainsbury and Spar. MD Mike Gooding said Aria planned to add variants such as game strips and fish strips. New cardboard box packaging will replace plastic bags from September, giving the range a more upmarket feel.
He said: “Retailers must not use the frozen meat aisle as a discounted dumping ground. We want to raise its value perception. We need retailers to play ball on price.”
Aria will start a regional TV ad campaign in mid-September. Ads, to be tested in the south west, will show meat strips as a convenient midweek meal.
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