Yo has teamed up with Pilgrim’s Europe and The Flava People to launch a duo of sous vide slow-cooked meat kits into Asda.
Pulled Chicken Katsu (rsp: £5.75) and Pulled Pork Teriyaki (rsp: £5.50) were based on “restaurant favourite flavours”, said Yo.
The kits, which are ready in 30 minutes, have been crafted “to capture fan-favourite flavours synonymous with Yo restaurants, offering a convenient, tasty way for consumers to enjoy slow-cooked meals at home,” said The Flava People.
Pulled Chicken Katsu boasted a “multi-layered texture”, finished with a crunchy crumb, it added.
They will launch into 305 Asda stores nationwide at the beginning of April.
“We’ve worked hard to bring these iconic Japanese flavours to life in a way that is easy, delicious, and exciting for consumers,” said Olivia Rooney, brand strategy manager at The Flava People.
“The slow-cook category has long been dominated by own label, which can struggle to stretch outside of traditional British and American flavours.”
“Our new launch is ready to disrupt the fixture and entice new, younger foodies,” Rooney added.
It comes after The Flava People launched a Guinness branded sous vide range, also created in partnership with Pilgrim’s Europe, into Asda in November.
Asda meat buyer Sam Clarke said there was “a real opportunity across the slow-cooked range to use brand-led innovation to increase incremental shoppers into the category”.
“With Yo being a growing brand across ambient, we’re excited to see how this first-to-market launch will impact slow cooked as a category, while also offering customers something exciting and unique,” Clarke added.
The launch will be backed by Yo’s Love Club newsletter, which goes out to over 250,000 followers across social media platforms. In addition, the products will roll out with a 20% off voucher for Yo restaurants.
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