The Omega-3 health craze sweeping the country has spread to another area of grocery - this time branded chickens enriched with the nutrient are hitting the market.
They are one of a range of breakfast, lunch and dinner ingredients and drinks being launched by Sparky Brand, a new start-up company founded by former Sainsbury brand marketing director Jeremy Schwartz.
In a UK first, Sparky Brand Omega-3 whole chickens are being trialled in Selfridges at £5.85 per kilo. The traditional Coq Ardennais breed is reared for 90 days in Belgium on a
plant diet containing wild seeds that are naturally rich in Omega-3, resulting in the meat providing 20% of the RDA per serving. Schwartz is also developing a supermarket version, reared in the UK from a traditional breed, that is slightly cheaper at £5.55 per kilo. He is negotiating listings with the multiples.
Despite the premium price tag, which compares with about £1.55/kg in Asda and £1.80/kg in Tesco per large bird, Schwartz believes the chicken has huge sales potential as a result of growing awareness of the potential brain and heart benefits of Omega-3 and because of its superior taste. “I think there’s going to be massive demand,” he said. “Everyone is talking about Omega-3 and it’s something that British people are not getting enough of. It’s not a ‘here today, gone tomorrow’ trend. It’s more like vitamins.”
Schwartz is planning other Omega-3 foods to help consumers reach their full daily allowance. Products include pomegranate & apple and orange fruit juices containing fish fatty acids that are going into Sainsbury.
Steven Phillips, poultry buyer for Budgens, said: “Omega-3 chicken is a progression that will appeal to those people who are already interested in the subject and I will watch it with interest. It’s a limited market but one that will be around for a long time.”
A TV advertising campaign kicks off on Monday (January 30) for new anti-bacterial cleaning brand Bugs Away. The product, from HomePride, has won listings in major multiples for its claim that it can kill most viruses and bacteria, including MRSA. The company is working on several innovations that it claims will revolutionise the laundry category later this year.
Claire Hu
They are one of a range of breakfast, lunch and dinner ingredients and drinks being launched by Sparky Brand, a new start-up company founded by former Sainsbury brand marketing director Jeremy Schwartz.
In a UK first, Sparky Brand Omega-3 whole chickens are being trialled in Selfridges at £5.85 per kilo. The traditional Coq Ardennais breed is reared for 90 days in Belgium on a
plant diet containing wild seeds that are naturally rich in Omega-3, resulting in the meat providing 20% of the RDA per serving. Schwartz is also developing a supermarket version, reared in the UK from a traditional breed, that is slightly cheaper at £5.55 per kilo. He is negotiating listings with the multiples.
Despite the premium price tag, which compares with about £1.55/kg in Asda and £1.80/kg in Tesco per large bird, Schwartz believes the chicken has huge sales potential as a result of growing awareness of the potential brain and heart benefits of Omega-3 and because of its superior taste. “I think there’s going to be massive demand,” he said. “Everyone is talking about Omega-3 and it’s something that British people are not getting enough of. It’s not a ‘here today, gone tomorrow’ trend. It’s more like vitamins.”
Schwartz is planning other Omega-3 foods to help consumers reach their full daily allowance. Products include pomegranate & apple and orange fruit juices containing fish fatty acids that are going into Sainsbury.
Steven Phillips, poultry buyer for Budgens, said: “Omega-3 chicken is a progression that will appeal to those people who are already interested in the subject and I will watch it with interest. It’s a limited market but one that will be around for a long time.”
A TV advertising campaign kicks off on Monday (January 30) for new anti-bacterial cleaning brand Bugs Away. The product, from HomePride, has won listings in major multiples for its claim that it can kill most viruses and bacteria, including MRSA. The company is working on several innovations that it claims will revolutionise the laundry category later this year.
Claire Hu
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